Sustainability, epistemology, ecocentric business and marketing strategy:ideology, reality and vision

Borland, Helen and Lindgreen, Adam (2013). Sustainability, epistemology, ecocentric business and marketing strategy:ideology, reality and vision. Journal of Business Ethics, 117 (1), pp. 173-187.

Abstract

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.

Publication DOI: https://doi.org/10.1007/s10551-012-1519-8
Divisions: Aston Business School > Work & organisational psychology
Aston Business School > Work & organisational psychology research group
Aston Business School
Additional Information: The final publication is available at link.springer.com
Uncontrolled Keywords: sustainability,ecocentric business,epistemology,transitional,transformational,marketing strategy,vision,Law,Economics and Econometrics,Business and International Management,Business, Management and Accounting(all),Arts and Humanities (miscellaneous)
Full Text Link: http://link.spr ... 0551-012-1519-8
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2013-09
Authors: Borland, Helen
Lindgreen, Adam

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