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Purpose ‐ The paper aims to present a satirical critique of corporate greenspin. Design/methodology/approach ‐ The paper takes the form of a poetic exposition. Findings ‐ The paper illustrates the reconstitution of traditional corporate marketing and financial agendas into social and environmental responsibility language. Research limitations/implications ‐ The paper raises awareness and points to the challenge of moving corporations beyond lip service to growing community concerns about corporate social and environmental impact. Originality/value ‐ The paper brings into sharp relief the potential for insincerity in corporates climbing onto the social and environmental bandwagon.
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Keywords: Brand awareness; Brands; Marketing strategy; Social responsibility

Document Type: Research Article

Publication date: 11 May 2010

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