entrepreneurialism

Public brands and the entrepreneurial ethics

At a first glance brands would seem to be the opposite, or indeed the negation of ethics. Built on superficial sign values instead of substance; glitzy surfaces instead of depth, and vacuous promises in lieu of bounding commitments, brands are part of the edifice of post-modern consumer society that, as Zygmunt Bauman (2008) and many others before him have argued, tends to negate the very possibility of ethics.

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