{"id":468,"date":"2021-05-04T08:45:36","date_gmt":"2021-05-04T06:45:36","guid":{"rendered":"http:\/\/future-higher-education.com\/?p=468"},"modified":"2021-05-17T12:25:09","modified_gmt":"2021-05-17T10:25:09","slug":"inner-drives-is-the-future-of-marketing-communication-sustainable-when-using-backcasting-new-article","status":"publish","type":"post","link":"https:\/\/future-higher-education.hu\/en\/inner-drives-is-the-future-of-marketing-communication-sustainable-when-using-backcasting-new-article\/","title":{"rendered":"Inner drives: Is the future of marketing communication sustainable when using backcasting? \u2013 new article"},"content":{"rendered":"<p>A new research paper was published in\u00a0<em>Futures<\/em>\u00a0by Alexandra K\u00f6ves and G\u00e1bor Kir\u00e1ly, the scientific director of our research centre.<\/p>\n<p>The article is based on a marketing communication firm\u2019s corporate research in which K\u00f6ves and Kir\u00e1ly were involved as facilitators. The organisational action-research project was carried out with participatory backcasting. Through the process, the topic of sustainability and responsibility emerged. K\u00f6ves and Kir\u00e1ly argue that the inner drives of backcasting can lead to responsible and sustainable mind-sets without previously framing around these issues. The researchers analyse these inner drives of backcasting as\u00a0utopian thinking, intellectual freedom and psychological safety.<\/p>\n<p>The research article is available <strong><span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0016328721000653?via%3Dihub\" target=\"_blank\" rel=\"noopener\">here<\/a><\/span><\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new research paper was published in\u00a0Futures\u00a0by Alexandra K\u00f6ves and G\u00e1bor Kir\u00e1ly, the scientific director of our research centre. The article is based on a marketing communication firm\u2019s corporate research in which K\u00f6ves and Kir\u00e1ly were involved as facilitators. The organisational action-research project was carried out with participatory backcasting. Through the process, the topic of sustainability and responsibility emerged. K\u00f6ves and Kir\u00e1ly argue that the inner drives of backcasting can lead to responsible and sustainable mind-sets without previously framing around these issues. The researchers analyse&hellip;<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"_links":{"self":[{"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/posts\/468"}],"collection":[{"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/comments?post=468"}],"version-history":[{"count":3,"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/posts\/468\/revisions"}],"predecessor-version":[{"id":490,"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/posts\/468\/revisions\/490"}],"wp:attachment":[{"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/media?parent=468"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/categories?post=468"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/future-higher-education.hu\/en\/wp-json\/wp\/v2\/tags?post=468"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}