Skip to main content

The big sell

Buy Article:

$54.08 plus tax (Refund Policy)


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.

Keywords: Brand awareness; Brands; Marketing strategy; Social responsibility

Document Type: Research Article


Publication date: 2010-05-11

  • Access Key
  • Free ContentFree content
  • Partial Free ContentPartial Free content
  • New ContentNew content
  • Open Access ContentOpen access content
  • Partial Open Access ContentPartial Open access content
  • Subscribed ContentSubscribed content
  • Partial Subscribed ContentPartial Subscribed content
  • Free Trial ContentFree trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more