Throughout the marketing literature, little attention has been paid to the responsibilities of luxury-fashion businesses. Harnessing Polonsky, Carlson, and Fry’s harm chain, the extended harm chain, and the theoretical lens of institutional theory, this conceptual paper explores a systematic way to examine the potential for value co-creation, the harmful outcomes linked to luxury-fashion marketing activities, and how those harms might be addressed. Our analysis identifies a number of harms occurring throughout the luxury-fashion supply chain. The paper concludes by urging luxury-fashion businesses to sustain their success through ‘deep’ corporate social responsibility (CSR), adding voice to the developing conversation that seeks to change the scope of the critique of marketing practice beyond the economic and competitive advantages that CSR delivers.
Bibliographical noteThis is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 28 June 2013, available online: http://www.tandfonline.com/doi/abs/10.1080/0267257X.2013.798675.
- harm chain
- value co-creation
- institutional theory
- luxury fashion
- corporate social responsibility