RT Article
T1 Gap (RED): Social Responsibility Campaign or Window Dressing?
JF Journal of business ethics
VO 99
IS 2
SP 167
OP 182
A1 Amazeen, Michelle A.
LA English
YR 2011
UL https://ixtheo.de/Record/1785641174
AB This study interrogates the Gap (RED) campaign from a political economic perspective to determine whether it goes beyond merely touting the virtuous line of social responsibility. Critics cite the irony of capitalist-based solutions that perpetuate the inequities they are trying to address. Others suggest the aid generated is problematic in and of itself because it keeps Africa from becoming self-sufficient. This research contends the purpose of the Gap’s participation is genuine, going beyond window dressing and the surface level benefit of capitalistic enterprise, and is in fact linked to a higher motive of propagating ethical trade which ultimately offers African beneficiaries a path to financial independence. However, because the message of the current Gap (RED) advertising campaign does convey a false sense of doing good, another advertising approach is warranted.
K1 Product RED
K1 Gap Inc
K1 Advertising
K1 Corporate Social Responsibility
DO 10.1007/s10551-010-0647-2