Business Commons^™

The Arizona Market: A Marketing Systems Perspective On Pre- And Post-War Developments In Bosnia, With Implications For Sustainable Peace And Prosperity, Katherine Sredl

School of Business: Faculty Publications and Other Works

Through this longitudinal study of a historically significant, complex, conflicted and evolving macromarketing space, Bosnia’s Arizona Market, the authors reveal that marketing systems are not merely random artifacts of human behavior; rather, they are adaptive, purposeful, can be pernicious and/or provisioning, and ultimately—if they are to reflect our humanity—must be well integrated into other prosocial systems to affect the best possible outcomes for all stakeholders. By engaging with a marketing system in a post-conflict, divided society, we are better able to understand the genesis and evolution of markets and marketing systems; the relationships among war economy, peace accords, and the …