New PDF release: Biomass and agriculture : sustainability, markets and

By Organisation for Economic Co-operation and Development

ISBN-10: 9264105557

ISBN-13: 9789264105553

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Additional info for Biomass and agriculture : sustainability, markets and policies

Example text

Anecdotal and self-reported ‘inspirational’ accounts by ‘new age’ business leaders such as Anita Roddick of the Body Shop (see Roddick 1992), Tom Chappell of Tom’s of Maine (see Chappell 1993), and Ben Cohen and Jerry Greenfield of Ben & Jerry’s (see Lager 1994) have been largely predominant in the literature to date. Recently however, the work of Fineman (1996, 1997, 1998) has provided a valuable contribution to this debate. Taking, as I do, a social constructionist position on morality (Berger and Luckmann 1966; Phillips 1991; Parker 1997), Fineman presents moral status as fluid, subjective, and contestable.

1. 1 Kotler’s (1972) classification of products according to the societal marketing concept Immediate satisfaction Long-run consumer welfare Low High High Salutary products Desirable products Low Deficient products Pleasing products Kotler suggested that for the implementation of the SMC, deficient products should be deleted from the product range altogether; salutary and pleasing products should undergo product modification in order to move them towards the top right-hand quadrant; and the development of desirable products should be the ultimate aim of marketing efforts.

1996; Strong 1996). Broadly, what these studies have sought to achieve is the identification of such consumers, explanations for why they have emerged, delineation of their concerns and insight into how these concerns might impact upon Marketing and morality: perspectives and issues 23 purchase behaviour. However, whilst it has been shown that some consumers certainly do at times incorporate moral concerns into product evaluations, further investigation into the phenomenon has provided little additional insight.

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Biomass and agriculture : sustainability, markets and policies by Organisation for Economic Co-operation and Development


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