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20 Hamline J. Pub. L. & Pol'y 1 (1998-1999)
Business with a Soul: A Reexamination of What Counts in Business Ethics

handle is hein.journals/hplp20 and id is 7 raw text is: Business With a Soul

BUSINESS WITH A SOUL:
A REEXAMINATION OF WHAT COUNTS IN
BUSINESS ETHICS
Marianne M Jennings*
and
Jon Entine **
I. INTRODUCTION
Rain-forest chic' is a label coined in the popular business
press for the increasingly popular corporate branding strategy of
capitalizing on consumer use of environmental issues as a screen
for buying decisions. Companies have parleyed this market
strategy into product successes.2 Shampoo bottles, powder blush
©1999. No part of this paper may be reproduced without permission of
the authors.
*Professor of Legal and Ethical Studies, Director, Lincoln Center for
Applied Ethics, College of Business, Arizona State University, Tempe, Arizona.
**Jon Entine is an Emmy Award winning writer and television
documentary producer and a consultant on corporate ethics. His articles have
appeared in newspapers and magazines around the world. Entine has reported
and produced for 20/20 and PrimeTime Live at ABC News, and Tom Brokaw's
NBC Nightly News. He lectures at universities and at corporations around the
world on issues of journalism, marketing and corporate ethics. In addition, he
writes a regular column on business, The Ethical Edge. He can be contacted
via email at: runjonrun@earthlink.net.
I Rain-forest chic is a term coined by Mr. Entine in his piece Rain-
forest Chic: A Look at the Underside of Ethical Marketing, TORONTO GLOBE &
MAIL REP. ON Bus., Oct. 1995, at 39.
2 Consumers put their money where their mouths are and are actually
making what they believe is the environmentally responsible purchase. David
Mager, Bottom-Line Benefits of Environmental Responsibility, 5 AT WORK:
STORIES OF ToMoRRow's WORKPLACE, at 11 (Sept./Oct. 1996). One survey
revealed that 71 percent of consumers switch brands because of environmental

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