Sustainability, Epistemology, Ecocentric Business, and Marketing Strategy: Ideology, Reality, and Vision [Book Review]
Journal of Business Ethics 117 (1):173-187 (2013)
This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other species’ well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research
|Keywords||Sustainability Ecocentric business Epistemology Transitional Transformational Marketing strategy Vision|
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References found in this work BETA
The Ages of Gaia: A Biography of Our Living Earth.James Lovelock - 1988 - Bantam Books.
Business, Consumers and Sustainable Living in an Interconnected World: A Multilateral Ecocentric Approach. [REVIEW]Gopalkrishnan R. Iyer - 1999 - Journal of Business Ethics 20 (4):273 - 288.
Cooperative Strategy.John Child, David Faulkner & Stephen Tallman - 2005 - Oxford University Press UK.
Collapse: How Societies Choose to Fail or Succeed.Jared Diamond - 2007 - Environmental Values 16 (1):133-135.
Citations of this work BETA
Building Theory at the Intersection of Ecological Sustainability and Strategic Management.Helen Borland, Véronique Ambrosini, Adam Lindgreen & Joëlle Vanhamme - forthcoming - Journal of Business Ethics.
Sustainability in the Face of Institutional Adversity: Market Turbulence, Network Embeddedness, and Innovative Orientation.Dirk De Clercq, Narongsak Thongpapanl & Maxim Voronov - forthcoming - Journal of Business Ethics.
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