Logomarca da FGV

Repositório FGV de Periódicos e Revistas

Societal marketing concept and spirituality in the workplace theory: Finding the common ground

Anselmo Ferreira Vasconcelos


This paper suggests that there exist many theoretical linkages between the societal marketing concept (SMC) and spirituality in the workplace (SWP) theory. Thus, it is reviewed the literature of both SMC and the emerging field of SWP theory in order to find unexplored commonalities between them. As a result, it acknowledges that SMC broached a new perspective in marketing discipline regarding that it added sizeable social and ethical responsibility to the marketer’s role. Most importantly, it posits that the common ground between SMC and SWP theory is, in large measure, the moral reasoning. Overall, this study expands McKee’s work (2003) on theoretical intersections between marketing and the spirituality philosophy or paradigm. Rather, it proposes that there is a clear evidence of theoretical overlapping in some constructs, namely, employees, work, workplace, quality of life, ethics, corporate citizenship, and social responsibility. In addition, it is also proposed that SMC-driven organizations are poised to embrace an overall spiritual orientation - whether they have not already done it.

Texto completo:


Rua Jornalista Orlando Dantas, 30 - sala 107, Botafogo - Rio de Janeiro - RJ/Brasil  CEP: 22231-010 | Telefone: +55 (21) 3083-2731 | E-mai: cadernosebape@fgv.br