What is it about?
The paper identifies the harmful outcomes linked to luxury fashion marketing activities and how those harms might be addressed. In so doing, we use the ‘harm chain’, the extended ‘harm chain’ (Previte & Fry, 2006) and the theoretical lens of institutional theory to explore ways to examine the potential for value co-creation
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Why is it important?
The paper is important as the supply chain literature has largely ignored the omnipresent influence of the institutional environment. Therefore, our theoretical extension of the ‘harm chain’ to incorporate the institutional forces that cause harm has enabled us to redress the knowledge gap regarding the analysis of negative and positive value creation, broaden the debate around CSR by reconfiguring research into fashion businesses and considering CSR in the context of luxury fashion brands.
Perspectives
At the time of writing this paper it was surprising to see very few conversations around the limited responsibility luxury fashion brands took towards deep CSR. Hopefully, it helps raise awareness?
Professor of Sustainability & Marketing Ethics Morven G. McEachern
University of Chester
Read the Original
This page is a summary of: From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses, Journal of Marketing Management, August 2013, Taylor & Francis,
DOI: 10.1080/0267257x.2013.798675.
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