Social business, business as if people mattered : variations on a theme by Schumacher (1973)
Baker, Michael (2015) Social business, business as if people mattered : variations on a theme by Schumacher (1973). Sustainability, 7 (6). pp. 6478-6496. ISSN 2071-1050 (https://doi.org/10.3390/su7066478)
Preview |
Text.
Filename: Baker_Sustainability2015_variations_on_a_theme_by_schumacher_1973.pdf
Final Published Version License: Download (703kB)| Preview |
Abstract
Economic growth is promoted as the solution to enhance the standard of living of the third of the world's population living below the poverty line. Such growth, as measured by Gross Domestic Product (GDP), is unsustainable and predicated on increased production/consumption without sufficient consideration of what is consumed by whom. In essence this is because GDP is a mechanistic measure of quantity that ignores individual human welfare or quality-of-life. To rectify this, affluent consumers need to learn that materialism and selfish self-interest are unsustainable, whereas enlightened self-interest, as assumed by Adam Smith when promoting capitalism and free markets, will benefit everyone. "Social Business" and marketing are proposed as practices that will facilitate this transformation.
-
-
Item type: Article ID code: 53796 Dates: DateEventMay 2015Published14 May 2015AcceptedSubjects: Social Sciences > Economic Theory
Social Sciences > Commerce > Marketing. Distribution of productsDepartment: University of Strathclyde > University of Strathclyde
Strathclyde Business School > MarketingDepositing user: Pure Administrator Date deposited: 21 Jul 2015 10:58 Last modified: 11 Oct 2024 00:23 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/53796