Business Commons^™

Marketing And The Tragedy Of The Commons: A Synthesis, Commentary, And Analysis For Action, Clifford J. Shultz, Morris B. Holbrook

Clifford J Shultz

The authors contend that solutions to the most pressing environmental challenges will result from understanding and solving social traps such as the commons dilemma. They propose a synthesis for analysis and action to suggest that marketing's stakeholders can cooperate to contribute solutions and ultimately develop programs that help ameliorate the tragedy of the commons.