Using neo-animism to revisit actors for Sustainable Development Goals (SDGs) in S-D logic

Anu Helkkula, Eric Arnould

Research output: Contribution to journalArticleScientificpeer-review

15 Citations (Scopus)


To achieve the UN Sustainable Development Goals (SDGs) a marketing ecosystem composed only of human producers, customers/consumers and economic stakeholders is inadequate. Instead, foundational rethinking is required. The study’s purpose is to analyze some of the constraints inherent in dominant marketing ontologies for reaching the SDGs. One such foundational constraint in the dominant market ontology is human-centricity, ignoring relationships between humans, animals, and other members of the natural biotic community. Neo-animism rejects the culture (humans)-nature dichotomy. We present three contributions that we call ontological enablers to pursue the SDGs. These contributions bridge a neo-animist approach to resource integration and value cocreation in service-dominant (S-D) logic, which entails implications for researchers and managers. Future research avenues elaborate a relational resource integration and cocreation approach between people and diverse members of the entire biotic community.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)860-868
Publication statusPublished - 07.06.2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Sustainable Development Goals (SDGs)
  • Service-dominant logic (S-D logic)
  • Nature
  • Neo-animism
  • Resource integration
  • Theory of constraints (TOC)
  • Value cocreation

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Leading for growth and well-being


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