Zarathustra's evolutionary epistemology

Friedrich Nietzsche was the first great philosopher to be influenced at the core by Darwinian ideas. He regarded Also Sprach Zarathustra as his masterpiece and most subsequent commentators have agreed. There have been many interpretations of the Zarathustra, and like all great works it has many levels of meaning. An exposition in terms of evolutionary epistemology, however, has not yet been attempted. This article rectifies this omission and shows how Nietzsche's work carries Darwinian ideas into the domain of philosophical anthropology. It shows through the prism of Nietzsche's mature thought some of the consequences of an evolutionary epistemology both in opening up alternative visions of the world and in permitting a profound criticism of our commonsense metaphysics and ontology. © 1992.

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. © 2012 Springer Science+Business Media Dordrecht.