From Scientific Speculation to Effective Adaptive Management: A Case Study of the Role of Social Marketing

Found at: https://hdl.handle.net/10535/6339
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Type:	Journal Article
Author:	Westley, Frances; Holmgren, Milena; Scheffer, Marten
Journal:	Ecology and Society
Volume:	15
Page(s):
Date:	2010
URI:	https://hdl.handle.net/10535/6339
Sector:	General & Multiple Resources Land Tenure & Use
Region:	South America
Subject(s):	reforestation stakeholders adaptive systems climate arid regions ecosystems restoration land tenure and use
Abstract:	"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."

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