Figure 2.
Figure 2 depicts an integrative framework linking antecedents, attributes of marketing efforts, boundary conditions and consequences in resolving firmlevel social dilemmas. Antecedents include both cooperative and non-cooperative conditions. Marketing efforts are grouped into communication and norm activation, regulation, group-structure and governance, and strategic marketing. Boundary conditions include slack resources and marketing capability, observability and data quality, channel or platform power, brand–message fit and independent assurance. Consequences are divided into firm-level outcomes and broader downstream employee-consumer- and society-level outcomes.Toward an integrative framework of marketing solutions for resolving social dilemmas
Note(s): *Note 1: E: Economics; M: Management; MK: Marketing; PS: Political science; P: Psychology; and S: Sociology. **Note 2: The attributes of marketing efforts for resolving social dilemmas and associated consequences were identified from the summary of findings from research on different types of social dilemmas. ***Note 3: The propositions developed in this manuscript focus primarily on firm-level mechanism design and firm-level outcomes. Employee-, consumer- and society-level consequences are presented as broader downstream implications of firms’ efforts to resolve social dilemmas