The Dynamics of Marketing Ethical Products: A Cultural Perspective

Journal of Marketing Management, Vol. 13 , No. 6, pp. 561-577, 1997

Posted: 17 Sep 2010

See all articles by Andrew Crane

Andrew Crane

University of Bath - School of Management

Date Written: August 1997

Abstract

This paper seeks to provide a cultural perspective on the organisational processes through which products with substantial ethical dimensions are developed and marketed. Drawing on qualitative research analysing one company's attempts to implement green marketing initiatives, the author illustrates the tactics that executives adopt in securing support and commitment for activities aimed at the marketing of ethical products. The emergent themes — image making, moral framing and narrative surfing — are considered to be important explanatory variables in understanding the internal dynamics of the marketing of ethical products. Moreover, they appear to provide considerable insight into the strategic and tactical choices made by organizations in implementing marketing plans in the marketplace.

Suggested Citation

Crane, Andrew, The Dynamics of Marketing Ethical Products: A Cultural Perspective (August 1997). Journal of Marketing Management, Vol. 13 , No. 6, pp. 561-577, 1997. Available at SSRN: https://ssrn.com/abstract=1677576

Andrew Crane (Contact Author)

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

HOME PAGE: http://www.bath.ac.uk/management/faculty/andrew-crane.html

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