Macroservicing: a commentary on services as constructive engagement for sustainable peace, prosperity and well-being

Abstract

Purpose: This study aims to introduce the term, concept, mission and practice of macroservicing to recognize the ascent and obligations of Homo Servicus and to broaden and reinvigorate the service discipline. The author shares a framework for constructive engagement via macroservicing; services provisioning throughout ecosystems, particularly marketing systems, to eliminate or mitigate social traps, to reduce disenfranchisement and suffering and to enhance well-being in the system and stakeholders of the system, which ultimately includes everyone. Design/methodology/approach: Synthesis of literature was drawn from several disciplines, including macromarketing and social psychology, and relevant streams of research to make key points about existential threats from social traps, and their resolution via macroservicing. Findings: Complex social traps and systemic challenges – e.g., war, poverty, environmental degradation – require systemic services-marketing solutions by catalytic institutions in ways that engage vulnerable people and address needs of stakeholders, locally, regionally and globally. Research Implications: Further study of socioeconomic/market phenomena and a framework that must be understood and can be studied empirically to design, coordinate and deliver appropriate services throughout ecosystems. Practical Implications: Businesses, governments, non-governmental organizations (NGOs) and citizen-consumers can use the framework and related text to inform and to guide collaboration and decision-making vis-à-vis services reach and efficacy throughout their communities, states, regions or alliances. Originality/value: The commentary offers fresh perspectives and insights; an adaptive, practical framework for systemic analysis and humane problem resolution to enhance individual quality of life, community eudaimonia and planet well-being. Emphasis is placed on the inclusion of under-served or disenfranchised consumers in marketing system(s) and solutions that emerge from macroservicing to facilitate access and inclusive services provisioning.