Lecture 5: Values and Objectives - ml.zmml.uni-bremen.de · Episode 2: Case Study American Apparel...
Transcript of Lecture 5: Values and Objectives - ml.zmml.uni-bremen.de · Episode 2: Case Study American Apparel...
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Lecture „Sustainability Marketing – A Global Perspective“ supported by:
Prof. Dr. Frank-Martin BelzTechnische Universität MünchenTUM School of Management
Lecture 5: Values and Objectives
Episode 2: Case Study American Apparel
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Lecture 5: Overview
Sustainability MarketingTransformations
Sustainability MarketingStrategies
Sustainability MarketingMix
Consumer Behaviour
Socio-ecologicalProblems
Sustainability MarketingValues and Objectives
Source: Belz and Peattie 2012, p. 30
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Lecture 5: Overview
Episode 1: Brand Ethos
Episode 2: Case Study American Apparel
Episode 3: Interview
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Learning Objective
Learning Objective:Discuss and reflect the ambiguities of brand ethos.
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Structure of the Episode
• Style
• Substance
• Sex
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Style
Source: www.dovcharney.com
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Style
Source: http://store.americanapparel.net/basics.html
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Style
Source: http://store.americanapparel.net/women.html
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Style
Source: http://en.wikipedia.org/wiki/File:Americanapparelheadquarters.jpg
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Style
Source: www.americanapparel.net/aboutus/verticalint/factory/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Style
Photo: Cumulus CloudSource: http://en.wikipedia.org/wiki/File:Shopper_American_Apparel.jpg
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Substance
Source: www.americanapparel.net/aboutus/verticalint/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Substance
Source: www.americanapparel.net/aboutus/verticalint/usa/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Substance
Source: www.americanapparel.net/aboutus/verticalint/workers/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Substance
Source: www.americanapparel.net/aboutus/corpresp/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Substance
Source: www.americanapparel.net/aboutus/corpresp/environment/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Substance
Source: www.americanapparel.net/aboutus/corpresp/organic/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Substance
Source: www.americanapparel.net/aboutus/political/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Sex
Source: http://stylecrave.com/2009-09-03/american-apparel-ads-the-50-hottest-in-company-history/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Sex
Source: http://stylecrave.com/2009-09-03/american-apparel-ads-the-50-hottest-in-company-history/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Sex
Source: http://stylecrave.com/2009-09-03/american-apparel-ads-the-50-hottest-in-company-history/
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Sex
Source: www.youtube.com/watch?v=a6Cl_qFMZK0
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Sex
Source: www.youtube.com/watch?v=nCsSpmWSBoU&feature=endscreen
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
Discussion Questions
1. What are the sustainability marketing valuesof American Apparel? Are they credible andreflected in the corporate brand?
2. What do you think of the sexually chargedadvertisements of American Apparel?Do they enhance or endanger the brand ethosof American Apparel?
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
References
• Belz, F.-M., Peattie, K. (2012): Sustainability Marketing:A Global Perspective, 2. ed., Chichester: Wiley, p. 133-135.
• Crane, A. (2000): Marketing, Morality and the NaturalEnvironment, London: Routledge.
• Crane, A. and Matten, D. (2010): Business Ethics,3rd ed, Oxford: Oxford University Press.
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[Sustainability Marketing – A Global Perspective]Lecture 5: Values and Objectives • Episode 2 • Prof. Dr. Belz
In Cooperation