The DOI matches its Crossref record; 47 of the 47 references it cites were found in a registry or an index.
Toward a systematic approach for identifying conservation flagships
Open accessAbstract
Flagship species are frequently used by conservation practitioners to raise funds and awareness for reducing biodiversity loss. However, uncertainty remains in the academic literature about the purpose of flagship species and little research has been conducted on improving the effectiveness of these campaigns. To reduce this problem, here, we suggest a new definition that further emphasizes their marketing role and propose an interdisciplinary framework to improve flagship identification, based on methodologies from social marketing, environmental economics, and conservation biology. This framework emphasizes that conservationists should specify the purpose of a campaign before working with the potential target audience to identify the most suitable species, and should monitor the success of their campaigns and feed this back into the marketing process. We then discuss the role of return on investment analyses to determine when funds are best spent on high‐profile flagships and when raising the profile of other species is more appropriate. Finally, we discuss how the flagship concept can be applied to other aspects of biodiversity, such as priority regions and species sharing specific traits. Thus, we argue for closer collaboration between researchers and marketing experts to ensure that marketing becomes a mainstream part of the interdisciplinary science of conservation.
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Cites
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Cited by
Conservation social science: Understanding and integrating human dimensions to improve conservation
Bennett, N. J., Roth, R., Klain, S. C., Chan, K., Christie, P., Clark, D. A., Cullman, G., Curran, D., Durbin, T. J., Epstein, G., et al. (2017) · Biological Conservation · doi:10.1016/j.biocon.2016.10.006 · Cited by 1,254
Globalization of the Cashmere Market and the Decline of Large Mammals in Central Asia
BERGER, J., BUUVEIBAATAR, B., & MISHRA, C. (2013) · Conservation Biology · doi:10.1111/cobi.12100 · Cited by 191
Freshwater Megafauna: Flagships for Freshwater Biodiversity under Threat
Carrizo, S. F., Jähnig, S. C., Bremerich, V., Freyhof, J., Harrison, I., He, F., Langhans, S. D., Tockner, K., Zarfl, C., & Darwall, W. (2017) · BioScience · doi:10.1093/biosci/bix099 · Cited by 118
Root-Bernstein, M., Douglas, L., Smith, A., & Veríssimo, D. (2013) · Biodiversity and Conservation · doi:10.1007/s10531-013-0494-4 · Cited by 110
Simple pond restoration measures increase dragonfly (Insecta: Odonata) diversity
Janssen, A., Hunger, H., Konold, W., Pufal, G., & Staab, M. (2018) · Biodiversity and Conservation · doi:10.1007/s10531-018-1539-5 · Cited by 38
Metadata
- Authors
- Verissimo, D., MacMillan, D. C., & Smith, R. J.
- Venue
- Conservation Letters
- Publisher
- Wiley
- Published
- 2010-11-29
- Volume
- 4
- Issue
- 1
- Pages
- 1-8
- ISSN
- 1755-263X (ISSN-L)
- OpenAlex
- W1480742390
- Cited by
- 258
- References
- 47
- FWCI
- 11.36
- Type
- journal article
- Language
- en
- Open access
- green
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
