Browsing by Author "Palakshappa N"

Now showing 1 - 6 of 6
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    Broadening the Circle: Creativity, Regeneration and Redistribution in Value Loops
    (Emerald, 31/03/2023) Palakshappa N; Venkateswar S; Ganesh S
    Increasing industrial agriculture and economic crisis has generated creative responses in pursuit of responsible solutions to the human and environmental cost of globalization by applying these models to promote social responsibility, help sustain livelihoods and foster biodiversity. A key issue concerns how responsible and circular businesses might provide appropriate responses to large-scale ‘wicked’ problems. This paper asks what such creativity looks like in the context of a circular economy that attempts to build closed value loops, by examining a case from the organic cotton textile industry: Appachi Eco-Logic. We use an ethnographic extended-case approach to identify two phases of creative growth at Appachi Eco-Logic, examining how closing the value loop and creating circularity involved broadening the circle to include more and more actors. We identify two major challenges to achieving and maintaining full circularity before concluding with a broad provocation for the study of circular economies.
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    Co-creating sustainability: Transformative power of the brand
    (Taylor and Francis Group, 2024-07-17) Palakshappa N; Bulmer S; Dodds S
    We explore marketing activity at the micro level as it contributes to the co-creation of sustainability and leads to transformational shifts towards sustainable futures. Utilising a value co-creation lens our study implements a novel four phase case research process. Three sustainable fashion brands are analysed via brand-generated content on their Instagram accounts, through interviews with thirty self-confessed brand enthusiasts and using consumer focus groups. Analysis provides insights into how sustainability is co-created between brands and consumers demonstrating that marketing and brands have the power to harness sustainability and instigate change. The paper contributes an innovative ‘Co-creating sustainable futures’ framework providing a platform to implement marketing activity and future research by marketing/brand managers and researchers committed to sustainability and initiating transformation towards sustainable futures.
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    Disentangling Consumers’ CSR Knowledge Types and Effects
    (MDPI (Basel, Switzerland), 2022-09-22) Avis M; Konopka R; Gregory-Smith D; Palakshappa N; Trinh G; Sharp A; Driesener C
    This paper examines consumers’ objective knowledge of corporate social responsibility (CSR) for brands over different product categories, and investigates whether objective knowledge influences attitudes to CSR, and the relationships between demographics and objective knowledge. The research uses an innovative approach to examining consumer CSR knowledge via (largely) unprompted recall. The analysis uses independent judges to score actual consumer objective knowledge of the CSR of well-known brands against the policies and actions of the brand owner. The research reveals that participants’ objective knowledge of CSR was limited or, in many cases, there was no knowledge. Further, the number and type of CSR policies did not influence overall evaluations of CSR. However, where objective knowledge was held, it did positively influence evaluations. The findings of the research direct managerial attention towards improvement of the communication of CSR, including using the research methodology here to evaluate the success of current communications
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    Mobilising SDG 12: Co-creating sustainability through brands
    (Emerald Publishing Limited, 28/07/2020) Palakshappa N; Dodds S
    Purpose This research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation can be employed to advance this development goal. Design/methodology/approach The Customer Brand Co-creation Model is used within an embedded case design to understand the role of the brand and the consumer in promoting sustainable consumption within the fashion industry. Findings Initial insights suggest marketing has much to offer sustainability through the use of the brand. An extended brand co-creation framework highlights the importance of embedding sustainability and viewing the consumer as central to mobilising SDG12. Practical implications An important concern is to ensure sustainability is embedded within the activities and strategy of the organisation and viewed as integral rather than peripheral. Originality/value The paper examines aspects crucial to co-creation of “sustainability” through a focus on both the consumer and the brand. Case narratives provide a strong foundation to consider the Customer Brand Co-creation Model and implications of this framework for managerial practice. This study extends the model to encompass the umbrella of “sustainability” and the firm's perspective.
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    Sustainability, brand authenticity and Instagram messaging
    (Elsevier Inc, 2024-03) Bulmer S; Palakshappa N; Dodds S; Harper S
    The role of Instagram brand messaging as a force for good is examined when a brand’s mission is creating societal change and where being authentic can also lead to controversy and negative responses. A depth study of an exemplary brand is used to explore brand authenticity in the context of sustainability, brand activism messaging and consumer responses to brand posts on Instagram. We offer a unique perspective by focusing on authentic brand sustainability activism. 104 brand messages and 5541 consumer responses to Patagonia, an activist brand renowned for supporting environmental and social issues, are analysed. An extended ‘activist sustainability view’ of brand authenticity is proposed including the conceptualisation of authentic brand sustainability activism. Eight types of consumer response to brand sustainability posts that encompass both positive and negative sentiment are identified. Theoretical and managerial implications, and avenues for future research are offered.
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    Tension and Paradox in Women-Oriented Sustainable Hybrid Organizations: A Duality of Ethics
    (Springer, 4/05/2023) Palakshappa N; Dodds S; Grant S
    The pursuit of social goals and ethics in business creates challenges. Sustained efforts to address poverty, environmental degradation or health/wellbeing require meaningful and transformative responses that impact across multiple levels—individual, community and the global collective. Shifting predominant paradigms to facilitate change entails a renegotiation of business strategy—between organizations, their purpose(s), individual and collective stakeholders and ultimately with society at large. Hybrid organizations such as social enterprises are positioned to affect such change. However, in balancing divergent goals such organizations encounter tensions and paradox, creating a duality of ethics. Utilizing in-depth interviews to develop a case within the sustainable fashion industry, we identify tensions and paradox within women-oriented hybrid organizations. Significantly, managing these tensions and paradox results in multiple dualities of ethics, often with a wider impact on organizational founders/managers. We find three interrelated ethical dualities: business strategy and personal values; financial sustainability and holistic sustainability; and business, employee, societal wellbeing, and personal wellbeing. This insight is noteworthy when looked at within the broader context of sustainability and highlights the importance of sustainability in women-oriented hybrid organizations.