From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands
This article focuses on the role of social marketing, in particular the analysis of the motivations and capabilities of stakeholder groups, in encouraging acceptance of an innovative experimental approach to semiarid shrub land restoration in Chile. Controlled scientific experiments involving herbiv...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Resilience Alliance
2010-09-01
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| Series: | Ecology and Society |
| Subjects: | |
| Online Access: | http://www.ecologyandsociety.org/vol15/iss3/art6/ |
| _version_ | 1798035486182211584 |
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| author | Frances Westley Milena Holmgren Marten Scheffer |
| author_facet | Frances Westley Milena Holmgren Marten Scheffer |
| author_sort | Frances Westley |
| collection | DOAJ |
| description | This article focuses on the role of social marketing, in particular the analysis of the motivations and capabilities of stakeholder groups, in encouraging acceptance of an innovative experimental approach to semiarid shrub land restoration in Chile. Controlled scientific experiments involving herbivory control during El Niño events have proved promising, but have not yet been introduced into ecosystem management approaches. Social marketing, as a lens for focusing on and understanding stakeholders' motivations, provides a valuable framework in which strategies may be developed for diffusing promising scientific experiments into regional management contexts. |
| first_indexed | 2024-04-11T20:58:52Z |
| format | Article |
| id | doaj.art-042314eb786b421e9599e3f9cbed4091 |
| institution | Directory Open Access Journal |
| issn | 1708-3087 |
| language | English |
| last_indexed | 2024-04-11T20:58:52Z |
| publishDate | 2010-09-01 |
| publisher | Resilience Alliance |
| record_format | Article |
| series | Ecology and Society |
| spelling | doaj.art-042314eb786b421e9599e3f9cbed40912022-12-22T04:03:34ZengResilience AllianceEcology and Society1708-30872010-09-01153610.5751/ES-03168-1503063168From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry landsFrances Westley0Milena Holmgren1Marten Scheffer2Social Innovation Generation, University of WaterlooForest Ecology and Forest Management, Department of Environmental SciencesAquatic Ecology and Water Quality Management Group, Department of EnvironmentThis article focuses on the role of social marketing, in particular the analysis of the motivations and capabilities of stakeholder groups, in encouraging acceptance of an innovative experimental approach to semiarid shrub land restoration in Chile. Controlled scientific experiments involving herbivory control during El Niño events have proved promising, but have not yet been introduced into ecosystem management approaches. Social marketing, as a lens for focusing on and understanding stakeholders' motivations, provides a valuable framework in which strategies may be developed for diffusing promising scientific experiments into regional management contexts.http://www.ecologyandsociety.org/vol15/iss3/art6/adaptive managementclimate fluctuationsdryland restorationecosystem restorationENSOherbivory controlmatorralMediterranean shrub landreforestationsocial entrepreneursocial marketingstakeholder. |
| spellingShingle | Frances Westley Milena Holmgren Marten Scheffer From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands Ecology and Society adaptive management climate fluctuations dryland restoration ecosystem restoration ENSO herbivory control matorral Mediterranean shrub land reforestation social entrepreneur social marketing stakeholder. |
| title | From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands |
| title_full | From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands |
| title_fullStr | From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands |
| title_full_unstemmed | From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands |
| title_short | From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands |
| title_sort | from scientific speculation to effective adaptive management a case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands |
| topic | adaptive management climate fluctuations dryland restoration ecosystem restoration ENSO herbivory control matorral Mediterranean shrub land reforestation social entrepreneur social marketing stakeholder. |
| url | http://www.ecologyandsociety.org/vol15/iss3/art6/ |
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