RT Article
T1 Sustainability, Epistemology, Ecocentric Business, and Marketing Strategy: Ideology, Reality, and Vision
JF Journal of business ethics
VO 117
IS 1
SP 173
OP 187
A1 Borland, Helen
A1 Lindgreen, Adam
LA English
PB Springer Science + Business Media B. V
YR 2013
UL https://www.ixtheo.de/Record/1785648926
AB 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.
K1 Vision
K1 Marketing Strategy
K1 Transformational
K1 Transitional
K1 Epistemology
K1 Ecocentric business
K1 Sustainability
DO 10.1007/s10551-012-1519-8