Environmental science and sustainability: some critical thoughts

Environmental science is often described as an interdisciplinary subject, but one firmly grounded in positivist science. Less well recognized is the idea that interdisciplinarity actually challenges fundamental conceptions concerning how reality is understood from an orthodox science perspective. Drawing on recent non-dualism (or post-natural) literature, it is suggested in this paper that there is a need for greater awareness and debate concerning the underlying challenges that ideas of interdisciplinarity and holism present for environmental science. It is argued by aligning environmental science more strongly with non-dualistic traditions (spanning the sciences, arts and religion), fundamental issues are raised concerning how reality is understood and what constitutes valid research methodologies. The concept of intrinsic value is used as one example of the way non-dualistic theory can open up new territories for exploring reality.

‘The Pinocchio Effect’ – when managing the brand creation process, across cultures

In global marketing and international management, the fields of Branding and Culture are well discussed as separate disciplines; within both academia and industry. However, there appears to be limited supporting literature, examining brands and culture as a collective discipline. In addition, environmental factors such as ethnicity, nationality and religion are also seen to play a significant role. This in itself adds to the challenges encountered, by those looking to critically apply learning and frameworks, to any information gathered. In the first instance, this paper tries to bring aspects together from Branding and Culture and in doing so, aims to find linkages between the two. The main purpose of this paper is to distil current brand thinking and explore what impact cross-cultural, cross-national, and ethnic interactions have on a brand’s creation. The position of the authors is that without further understanding in this field, a brand will experience what has been termed by them as the ‘Pinocchio Effect’. Pinocchio was a puppet who longed to become a real human being; but sadly encountered difficulties. The conclusion presented is that the critical long-term success of a brand lies in three areas: how it is created; the subsequent associated perceptions; and more specifically in the reality of the relationships that it enjoys. Collectively these processes necessitate an appraisal of connecting strategic management procedures and thinking. Finally, this paper looks into proposing future methods for brand evaluation and strategic management. The aim is to stimulate further thinking in a field; which transcends national, ethnic and cultural boundaries - in the interests of developing new insight, and to provide a platform for marketers to develop more effective communications.