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Identifying critical problems for mutual cooperation between the private and public sectors: A marketing perspective

The study presented in this article is an application of “futures research.” One objective is to identify some of the more pressing future world-wide problems that require the combined effort of both the government and the private sector to reach a solution. A second objective is to suggest ways in which marketers can become more involved in the solution of them. Prominent problem clusters of particular importance to marketers, including “Social Values,” “Social Institutions,” and “Resources” were uncovered by this research. The authors hope that this article will stimulate marketing research in each of these areas.