TY - JOUR
T1 - From Conspicuous to Considered Fashion: A Harm Chain Approach to the Responsibilities of Fashion Businesses
AU - Carrigan, Marylyn
AU - Moraes, Caroline
AU - McEachern, Morven
PY - 2013
Y1 - 2013
N2 - 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.
AB - 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.
U2 - 10.1080/0267257X.2013.798675
DO - 10.1080/0267257X.2013.798675
M3 - Article
SN - 0267-257X
SP - 1277
EP - 1307
JO - Journal of Marketing Management
JF - Journal of Marketing Management
ER -