Corporate Philanthropy - Potential Threat or Opportunity?

Is corporate giving a matter of sporadic and altruistic generosity? Or should it be seen more as “a product to be marketed to the public”? The author is Lecturer in International Business in the Department of Commerce of the University of Birmingham, Ashley Building, Edgbaston, Birmingham B15 2TT.     

Purchase power: An examination of consumption as voting

Abstract

There has been a reported increase in political activity through the marketplace in the form of ‘consumer votes’. The use of marketplace votes by consumers to address their concerns about societal issues is a phenomenon that has growing relevance for firms, since they are often affected by such consumer citizenship. Therefore, this paper aims to enhance our conceptual understanding of the consumer voting phenomenon. It explores marketplace power relations and the constraints and enabling mechanisms they may pose to consumers seeking change through consumer voting. Consumer voting practices, consumer sovereignty discourses, and power tensions in marketplace encounters are examined in relation to Foucault's notions of power, technologies of the self, and governmentality. Foucault provides a critical lens to illuminate the potential for consumer resistance, an approach that so far has been somewhat neglected by the extant marketing and consumer research literature.     

UK Sports Sponsorship: Fair Play or Foul?

Sport sponsorship is a growth area which is under-researched yet which displays opportunities and threats for both sponsor and sport, as well as having important ethical implications. If sponsorship funding is to be attracted, sports need to supply evidence of the opportunities for sponsors; yet "sport also needs to ensure that the negative aspects of sponsorship are reduced and the positive encouraged." Marylyn Carrigan has a background in banking and export marketing and is currently Lecturer in Marketing and International Marketing at the Business School, The University of Birmingham, Edgbaston, Birmingham B15 2TT, England, where she also researches the areas of Corporate Philanthropy and Sport and Leisure Marketing. Her husband worked in industry before graduating in Sports Studies and Business, and currently works as a Youth Worker for the City of Birmingham Department of Leisure and Community Services with research interests in Sport and the 50+ leisure market.     

A theories of practice perspective in understanding barriers to sustainable commuting: The case of United Arab Emirates

A critical step to mitigate climate change is to reduce automobile pollution emissions. The transportation sector produces 23% of world energy‐related CO2 emissions with three quarters of the emissions coming from road transport, specifically passenger cars and light‐duty trucks. The daily commute constitutes a significant portion of the traffic demand in cities, as people's use of private cars remains an integral part of daily life. Using theories of practice, this paper investigates the range of elements (meanings, competencies, and materials) that collectively shapes the practice of daily commuting. Adopting a qualitative approach, the research comprises 21 interviews with United Arab Emirates residents. Our findings reveal two major insights: (a) “meanings” play a more dominant role in shaping the practice of daily commuting; thus, competencies and materials are integrated in a way that addresses these meanings, and (b) practices are simultaneously interconnected with other practices and often compete for the finite resources of consumers. The paper provides insights to the barriers to sustainable commuting practices and outlines significant opportunities for intervention.     

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

Abstract

Throughout the marketing literature, little attention has been paid to the responsibilities of luxury-fashion businesses. Harnessing Polonsky, Carlson, and Fry’s harm chain, the extended harm chain, and the theoretical lens of institutional theory, this conceptual paper explores a systematic way to examine the potential for value co-creation, the harmful outcomes linked to luxury-fashion marketing activities, and how those harms might be addressed. Our analysis identifies a number of harms occurring throughout the luxury-fashion supply chain. The paper concludes by urging luxury-fashion businesses to sustain their success through ‘deep’ corporate social responsibility (CSR), adding voice to the developing conversation that seeks to change the scope of the critique of marketing practice beyond the economic and competitive advantages that CSR delivers.     

Fostering Responsible Communities: A Community Social Marketing Approach to Sustainable Living

Just as socially irresponsible organizational behavior leaves a punitive legacy on society, socially responsible organizations can foster curative change. This article examines whether small organizations can foster societal change toward more sustainable modes of living. We contend that consumption is deeply intertwined with social relations and norms, thus making individual behavioral change toward sustainability a matter of facilitating change in individual behavior, as well as in social norms and relations between organizations and consumers. We argue that it is in this facilitation process that small firms can play a major role, by adopting upstream and downstream approaches to diffuse behavioral change. By synthesizing four key strands of literature – small businesses and corporate social responsibility, ethical consumption, community social marketing, and the diffusion of innovation – and using the exemplar case of Modbury, the iconic “plastic bag-free” town, we demonstrate how responsible small firms can influence communities, and the individuals therein, to encourage environmentally sustainable practice to diffuse and support change in society.     

Burgers for tourists who give a damn! Driving disruptive social change upstream and downstream in the tourist food supply chain

Using the theoretical lens of social capital, this paper examines the role of small tourist food businesses and their impact on the sustainability of the destination and local food supply chains. The paper analyses the experiences of small business owner-managers highlighting the complex and subtle nature of the socially responsible strategies used to progress sustainability in a tourist destination. The findings show that authentic lifestyles, motivated by intrinsic not just extrinsic rewards, are driving disruptive social change upstream and downstream in the tourist food supply chain. Small food business owner-managers are catalysts for “common” good, and as supporters for ethical and sustainable food chains have considerable local tourism influence and impact. Social capital strengthens their sense of destination ownership and fuels an obligation to protect their fragile tourist resources. The intersection between social capital, authenticity and responsibility among small food businesses in the tourist industry is demonstrated.     

POSIT‐ive and negative aspects of the societal marketing concept: Stakeholder conflicts for the tobacco industry

This article seeks to consider the efficacy of the societal marketing concept using the POSIT framework and a classification of corporate responsibility The exploration of both positive and negative aspects of the societal marketing concept allows an overall discussion of the stakeholder interests concerned and the alternatives exposed This produces some comparisons and contrasts for marketing managers to reflect upon when contemplating the adoption of the societal marketing concept, suggesting it may not always be in the best interests of all stakeholders