Now showing 1 - 10 of 24
  • Publication
    Fashioning ethical subjectivity: The embodied ethics of entrepreneurial self-formation
    (Sage Publ., 2019-03-19) ;
    Branzei, Oana
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    Organizational ethics has attracted increasing attention, but how individuals make sense of themselves as ethical subjects is a yet to be explored domain. The few empirical articles on ethical subjectivity have focused on how people within organizations seek to find a balance between a sense of ethical selfhood and dominant organizational discourse. We are interested in the role of the body and embodied experiences in constructing the entrepreneurial self and how this process unfolds over time. Viewing entrepreneuring as an ethical practice, we rely on a larger study of 58 entrepreneurs and a smaller multi-modal ethnography of three entrepreneurs in the ethical fashion industry. Drawing on the Deleuzian four folds of subjectivity that we employ as an analytical device, the data analysis reveals how our protagonists use the body as sensor, source, and processor in constructing themselves as ethical subjects. Our study complements rational perspectives on ethical decision making in entrepreneurship and establishes the body as a primary mechanism for one’s formation as an ethical subject. Through connecting the body with ethics, we aim to disclose the continuous subtle interaction between morality and materiality in the process of entrepreneuring. Our abductive framework discloses how one’s body prompts and informs the development of moral actions and material artifacts.
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  • Publication
    Embodied multi-discursivity: An aesthetic process approach to sustainable entrepreneurship
    (Sage Publ., 2017) ;
    Shrivastava, Paul
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    Branzei, Oana
    Sustainable entrepreneurship is a vital and growing area of entrepreneurship studies. Although charged with multiple potentially conflicting discourses, sustainable entrepreneurship is usually viewed from a binary logic of business versus sustainability. This article uses an aesthetic process approach to sustainable entrepreneurship to move beyond this binary logic and unearth the tensions between multiple discourses. The authors introduce the construct of embodied multi-discursivity that addresses this issue methodologically as well as conceptually. By combining discourse analysis with aesthetic inquiry, the article pushes the boundaries of "traditional" qualitative methods. The aim is to encourage sustainable entrepreneurship scholars to expand their methodological horizon to capture the emotionally charged, value-laden processes they study. Embodied multi-discursivity shows how multi-discursive processes of entrepreneurship come into being, how they are disrupted, and how they can break into a duality that ignores the variety of discourses. The authors conclude by drawing some implications for sustainable entrepreneurship.
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    Scopus© Citations 32
  • Publication
    HAND / HEART / HEAD Aesthetic Practice Pedagogy for Deep Sustainability Learning
    (Greenleaf, 2014-07-14)
    Ivanaj, Vera
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    Shrivastava, Paul
    This paper proposes that aesthetic inquiry can convey emotional knowledge related to sustainability topics, which is different from scientific inquiry that conveys facts and analysis. Sustainability is an emotionally charged theme of study and people often have difficulty in grappling with its complexity. We provide a method of artbased learning that can help people to understand and deal with sustainability topics as opposed to classical ways of learning (lectures, coursework). Art is a vehicle of human emotions, and aesthetic inquiry can help to get at the emotional connection between humans and nature. During the 'workshop' process we have developed over the past few years, participants produce paintings, drawings and metaphors that bring life to their vision of sustainability. Expressing this perspective as a work of art and sharing it with others, helps them to better understand underlying concepts, creates a sense of community and gives courage to take action.
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  • Publication
    David and Goliath in sustainable fashion : Strategic business alliances in the UK fashion industry
    (Inderscience Enterprises, 2014-07-14)
    Thopte, Ishwari
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    This paper analyses the different types of strategic alliances currently present in the UK sustainable fashion industry. According to Ethical Corporation Magazine (2006), multinationals use three methods to move into the ethical sector: a) launching new ethical products; b) buying or taking over ethical brands; c) by forming strategic alliances with sustainable fashion small to medium enterprises (SMEs). This study aims to fill a void in the literature by focusing on strategic alliances and the motivations behind forming these alliances. Through a mixed method approach, we take a closer look although the small entrepreneurial 'David's' and established multinational 'Goliaths' in the UK fashion industry interact and develop new 'ethical' collections, campaigns and brands. Our theoretical model proposes significance between the following variables; age, target market and motivations of the type of alliance formed. This model is useful for managers to determine the type of alliance they need in order to fulfil their requirements from an alliance.
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  • Publication
    Touch and Feel: Signals That Make a Difference
    (Greenleaf Publishing, 2013-12-01)
    Ivanova, Olga
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    Branzei, Oana
    We use a multi-source, longitudinal case study of one of the world's first and best eco-fashion brands, Osklen, founded by Oskar Metsavaht in Brazil in 1989, to advance a multi-sensorial signalling theory account of sustainable luxury. Our induc- tive theory-building extends traditional signalling theory, especially its recent applica- tions to sustainability, by adding an appreciation of multiple senses and leveraging multi-sensorial methodologies increasingly popular in the marketing and design disciplines. In contrast to the traditional literature on signalling from economics which suggests that signals are most influential when they are visible, clear and easy to interpret (thus carrying unambiguous messages from sender to receiver), we show that balancing luxury and sustainability requires and relies on multi-sensorial, com- plex, even contested signals. We catalogue, classify and compare the signals sent by Osklen within and across the 15 different collections Oskar Metsavaht designed between 2005 and 2013 to explain how signals are deliberately de- and re-composed to combine luxury and sustainability. Our findings encourage sustainability research- ers to take senses seriously and offer practical how-to recommendations to luxury designers committed to making a difference.
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  • Publication
    ModaFusion on the global catwalk : A narrative approach to studying the ethical fashion industry
    (Inderscience Enterprises, 2011-09-29) ;
    Veenswijk, Marcel
    In this paper, we focus on discursive responses which emerge in the backstage of globalised ecopreneurship industries during the process of identity formation. The focal organisation is ModaFusion, a young international fashion organisation, based in Rio de Janeiro. The central question of the paper is how the concept of ecopreneurship is enacted in the everyday life of the ethical fashion organisations and how this materialises in terms of cultural practices, in particularly coping narratives and (micro) stories. The aim of the paper is to contribute to understanding of emerging sustainability industries and to help improve ecopreneurship managerial practice. The paper is based on a current PhD project on narratives related to the ethical fashion industry.
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    Scopus© Citations 2
  • Publication
    Harnessing the paradox of sustainable (luxury) fashion
    (The European Academy of Design, 2013-04-17) ;
    Dennert, Mina