The big sell

Lee Parker

Accounting, Auditing & Accountability Journal, 2010, vol. 23, issue 4, 566-566

Abstract: 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: Brands; Brand awareness; Marketing strategy; Social responsibility (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:eme:aaajpp:v:23:y:2010:i:4:p:566-566

DOI: 10.1108/09513571011041642

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