أبحاث إقتصادية معاصرة

Purple Marketing As A Strategic Differentiation Approach: A Conceptual Framework

Auteurs : Saket Fatima Zohra .

Résumé

This study aims to identify the underlying mechanisms of purple marketing as a strategic approach to differentiation in increasingly saturated and competitive markets. Drawing primarily on Seth Godin's Purple Cow philosophy and the Resource-Based View (RBV) of the firm, the study proposes that sustainable competitive advantage is achieved not merely by satisfying customer needs, but by creating remarkable products, services, and experiences that naturally capture attention and generate voluntary customer advocacy. The proposed conceptual framework positions innovation and creativity as the primary drivers of remarkable offerings, which in turn enhance customer attention and experience, stimulate word-of-mouth communication, and strengthen brand differentiation—ultimately contributing to sustainable competitive advantage and organizational performance.

Mots clés

Marketing, Maslow's Hierarchy of Needs, Green Marketing, Purple Marketing, Purple Marketing Mechanisms