5 unsustainability of soft sciences within marketing

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5 Unsustainability of Soft Sciences Within Marketing Earlier within this chapter, we touched on the complexity of soft science for the use of marketing purposes. We would like to expand on this further, encompassing the notion of sustainability. Culture, an anthropological science, was taken as an example which will be used again to illustrate how such a soft science in terms of marketing works together with sustainability. In order to do this, fi rst we delve more into this anthropological science as a notion. Culture should be viewed as dynamic open systems spread across geographical boundaries and evolve over time (Hong and Chiu 2001 ; Fang 2011 ). The ocean can be employed as a metaphor for the concept of culture. Fang ( 2005 ) states that, like culture, the ocean has no boundaries, contains various waters, both separate and shared, different and similar and dependent and independent. The metaphor emphasises how cultural variables can become more salient and rise to the surface while other may be temporarily suppressed, until awakened by a conditioning factor (Fang 2005 , 2011 ). Critically, as a result of a multitude of difference variables, an array of hibernating values gives rise to the surface, thereby bringing about pro- found cultural changes into societies (Fang 2011 ). Although this metaphor gives and brings about a clear idea for this particular science, it nevertheless gives rise to a number of different issues which are all relevant from a marketing perspective. These issues are listed within Fig. 6 . Within marketing terms, this presents a very large issue in terms of how soft sciences are dif fi cult to form concrete conclusions and solutions for marketing means. This is especially the case in terms of sustainability or unsustainability as we will discover. One big issue which lies within sustainability and marketing is this notion of misguided solutions. Sustainability based marketing is usually only partly informed. In other terms, the sustainability element which is marketed upon usually 82 C.F. Amos et al.
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serves one particular interest, and only one sustainability problem is solved. However, from a wider perspective this can in actual fact potentially create other further problems. This is not more highly relevant than in terms of soft sciences. Soft sciences such as anthropology can misinform marketing due to such com- plexities that are associated with their nature. Sustainability is such a large issue within marketing but is seldom assessed due to the nature of soft sciences which informs it. 6 How Soft Sciences Such as Anthropology Misguide Sustainable Marketing In order to propound this notion of how anthropology and sociology in fl uence marketing decisions is a means which is not sustainable marketing decisions which appear sustainable from a sociological perspective but are actually mis- guided, we present a new, speci fi c framework. This framework aims to emphasise the arguably paradoxal idiosyncrasies within the concept of culture. It highlights
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  • Fall '19
  • Sustainable fashion, Sandra Roos

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