Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - From conspicuous to considered fashion
T2 - a harm-chain approach to the responsibilities of luxury-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 et al.’s (2003) ‘harm chain’, the extended ‘harm chain’ (Previte & Fry, 2006) 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. 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. 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’ 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 et al.’s (2003) ‘harm chain’, the extended ‘harm chain’ (Previte & Fry, 2006) 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. 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. 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’ 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.
KW - Harm chain
KW - value co-creation
KW - institutional theory
KW - luxury fashion
KW - corporate social responsibility
U2 - 10.1080/0267257X.2013.798675
DO - 10.1080/0267257X.2013.798675
M3 - Journal article
VL - 29
SP - 1277
EP - 1307
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 11-12
ER -