Title: ModaFusion on the global catwalk: a narrative approach to studying the ethical fashion industry

Authors: Kim Poldner; Marcel Veenswijk

Addresses: Oikos Foundation, University of St. Gallen, Tigerbergstrasse 2, 9000 St. Gallen, Switzerland ' Department of Culture, Organisation and Management, VU University Amsterdam, De Boelelaan 1081, 1081 HV Amsterdam, The Netherlands

Abstract: In this paper, we focus on discursive responses which emerge in the backstage of globalised ecopreneurship industries during the process of identity formation. The focal organisation is ModaFusion, a young international fashion organisation, based in Rio de Janeiro. The central question of the paper is how the concept of ecopreneurship is enacted in the everyday life of the ethical fashion organisations and how this materialises in terms of cultural practices, in particularly coping narratives and (micro) stories. The aim of the paper is to contribute to understanding of emerging sustainability industries and to help improve ecopreneurship managerial practice. The paper is based on a current PhD project on narratives related to the ethical fashion industry.

Keywords: narratives of change; micro-stories; ecopreneurship; fashion industry; ethical fashions; ethics; clothes; ModaFusion; discursive responses; globalised industries; globalisation; ecology; ecological issues; identity formation; international fashion; Rio de Janeiro; Brazil; South America; cultural practices; coping narratives; emerging industries; sustainability; sustainable development; managerial practices; small and medium-sized enterprises; SMEs; entrepreneurs; entrepreneurship.

DOI: 10.1504/IJESB.2011.042721

International Journal of Entrepreneurship and Small Business, 2011 Vol.14 No.2, pp.230 - 244

Available online: 28 Sep 2011 *

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