Sustainability, epistemology, ecocentric business and marketing strategy:ideology, reality and vision

This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other species' well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research

Novel Structural Components of the Ventral Disc and Lateral Crest in Giardia intestinalis

Giardia intestinalis is a ubiquitous parasitic protist that is the causative agent of giardiasis, one of the most common protozoan diarrheal diseases in the world. Giardia trophozoites attach to the intestinal epithelium using a specialized and elaborate microtubule structure, the ventral disc. Surrounding the ventral disc is a less characterized putatively contractile structure, the lateral crest, which forms a continuous perimeter seal with the substrate. A better understanding of ventral disc and lateral crest structure, conformational dynamics, and biogenesis is critical for understanding the mechanism of giardial attachment to the host. To determine the components comprising the ventral disc and lateral crest, we used shotgun proteomics to identify proteins in a preparation of isolated ventral discs. Candidate disc-associated proteins, or DAPs, were GFP-tagged using a ligation-independent high-throughput cloning method. Based on disc localization, we identified eighteen novel DAPs, which more than doubles the number of known disc-associated proteins. Ten of the novel DAPs are associated with the lateral crest or outer edge of the disc, and are the first confirmed components of this structure. Using Fluorescence Recovery After Photobleaching (FRAP) with representative novel DAP::GFP strains we found that the newly identified DAPs tested did not recover after photobleaching and are therefore structural components of the ventral disc or lateral crest. Functional analyses of the novel DAPs will be central toward understanding the mechanism of ventral disc-mediated attachment and the mechanism of disc biogenesis during cell division. Since attachment of Giardia to the intestine via the ventral disc is essential for pathogenesis, it is possible that some proteins comprising the disc could be potential drug targets if their loss or disruption interfered with disc biogenesis or function, preventing attachment

Comparative genetic structure of two co-occurring tree species, Maclura pomifera (Moraceae) and Gleditsia triacanthos (Leguminosae)

Maclura pomifera, an autotetraploid, and Gleditsia triacanthos, a diploid, are ecologically similar dioecious tree species that often co-occur in early successional habitats throughout the mid-western United States. We studied levels of genetic diversity and patterns of genetic structure for four polymorphic enzyme loci of M. pomifera and 16 polymorphic enzyme loci of G. triacanthos from a single population in eastern Kansas. Levels of expected heterozygosity were high for both species, averaging 0.725 for M. pomifera and 0.366 for G. triacanthos. Although genotypes for nearly all G. triacanthos loci were in Hardy-Weinberg frequencies, three of four M. pomifera loci deviated from equilibrium expectations. Two aspects of genetic structure were explored. First, the extent of clonal growth was estimated by comparing genotypes of stems within 50 G. triacanthos and 32 M. pomifera clumps. The great majority of clumps contained more than one genotype, and in many clumps, all stems were genetically unique. Secondly, as revealed by spatial autocorrelation analyses, genetic substructure was very local for both species, with significant positive autocorrelation occurring only within clumps of individuals or among near neighbours. We argue that this pattern of spatial structure for both species results from extremely local seed dispersal and establishment of individuals from the same multiseeded fruit

Does advertising appeal type make a difference? A new sustainable fashion product by a luxury and mainstream brand

Sustainability is not only at the forefront of the mainstream brands\u2018 agenda. Many luxury brands already engage in sustainability actions, either launching sustainable versions of their products or develop \u201cresponsible luxury\u201d strategies and policies. This chapter explores two types of advertising appeals for sustainable new products communications: those that deliver consumer benefit (i.e. self-benefit) and those that deliver societal benefit (i.e. others-benefit). Furthermore, this research investigates whether the advertising appeal types moderate the effect of brand types, namely mainstream versus luxury, on consumers\u2019 reactions toward new sustainable products. The results of the experiment indicate that consumers\u2019 purchase intention increases when a new sustainable product is produced by a mainstream brand rather than a luxury one when advertising communicates self-benefits. When the message is focused on \u201cothers-benefit\u201d instead of \u201cself-benefit\u201d, consumers\u2019 attitude toward a new sustainable product increases for a luxury brand. On the other hand, consumers\u2019 attitude toward a new sustainable product decreases when the message is \u201cothers-benefit\u201d for a mainstream brand