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| Author: | Neyland, D. Simakova, E. |
| Title: | How far can we push sceptical reflexivity? An analysis of marketing ethics and the certification of poverty |
| Journal: | Journal of Marketing Management
2009 : SEP, VOL. 25:7-8 p. 777-794 |
| Index terms: | marketing ethics fair trading research consumer goods |
| Language: | eng |
| Abstract: | The study explores how far we can push sceptical reflexivity to open up new avenues of exploration in the field of marketing, through a study of ethics in Fair Trade clothing. Three issues in contemporary studies of marketing are addressed: 1. ethics are used as a focus for investigating the practices of marketing, 2. attempts to standardise ethics into marketable products are explored, and 3. the possibilities offered by a reflective take on marketing ethics are analysed. These three issues are addressed by drawing together and interrogating ideas from Science and Technology Studies (STS) and marketing. It is concluded that the utility of thorough-going reflexive sceptism opens up new questions and new ideas for marketing and for STS. |
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