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Purpose – Little attention has been directed to investigating abandonment which refers to the deliberate choice of giving up something previously consumed. In this chapter, we look into meanings that motivate the abandonment of a product category and also the meanings abandonment gives rise to.

Design/methodology/approach – The research used a qualitative methodology to collect and analyze data obtained from in-depth interviews with 16 Brazilian consumers who gave up automobile ownership. This category was chosen due to its intense symbolic dimension.

Findings – The interviews suggest that, rather than being a discrete event, an action, or decision that is circumscribed by a given moment, abandonment is in fact a process. The analysis also outlines three types of abandonment: contingent, positional, and ideological. Contingent abandonment occurs when the individual, despite sharing the meanings with other consumers of the category, is forced to abandon consumption. Positional abandonment is driven mainly by the rejection of symbolic associations that consumption provides. Finally, ideological abandonment presents a collective perspective where the individual believes that society as a whole should abandon or reassess that consumption.

Practical implications (if applicable) – Results offer potential insights, for both governments and nongovernmental organizations involved in de-marketing efforts aimed at inappropriate consumption and companies interested in reversing the shrinking of their markets.

Originality/value – The present research broadens our knowledge of abandonment and allows us to situate it among other kinds of anticonsumption behaviors.

Business schools offer a unique window into the making of corporate morals since they bring together future executives at formative moments in their professional lives. This paper relies on an analysis of faculty’s teaching tasks at the Harvard Business School to better understand the making of corporate morals. More specifically, it builds on a coding of teaching notes used by faculty members to highlight the importance of silence in promoting a form of moral relativism. This moral relativism constitutes, I argue, a powerful ideology – one that primes business leaders not to vilify any moral stand. In such a context, almost anything can be labeled “moral” and few behaviors can be deemed “immoral.”

This chapter focusses on the links between economic ideas, sustainability and the circular economy. Economics begins with the view that all resources are scarce and careful and informed choices must be made to ensure resources are used efficiently and not wasted. Given the fundamental importance of markets to human resource allocation decisions, unless economic concepts, especially markets and prices, are used to help transition towards the circular economy, a sustainable economic growth process is unlikely to be achieved. Economists have long grappled with the problems of resource depletion, unsustainable growth and intergenerational equity. Their ideas and views about the interconnection between markets, the environment and resource use have been in existence for several centuries. While frequently overlooked, some of these ideas have important insights for sustainable development and the implementation of a circular economy. The chapter will consider how economic concepts could be used to help society transition to a circular economy. It will also argue that difficulties with the implementation of a circular economy lie less with the application of economic instruments, and more with the political and institutional constraints that reduce our ability to think creatively and innovatively about ‘cradle-to-cradle’ processes.

This paper focuses on customer value analysis and measurement, framing customer value management as one of the main antecedents of the company value-creation process. The paper builds on three main pillars. First, the paper highlights the critical role of customer value in business-to-business markets, focusing on the links between the company's ability to manage customer value-creation processes and the positive financial and economic outcomes generated by loyalty effects. Secondly, the paper develops key analytical stages for an understanding of customer value. The focus is on the customer value-chain concept, including consideration of the customer information and acquisition process and its decision rules. Third, the paper illustrates the measurement process, offering an organizational framework for selecting the most suitable method for measuring perceived customer value. The methodological alternatives range from desk measures (e.g., technical computation of the total cost of ownership (TCO)) to field analysis, like those considered under both compositional and the decomposition approaches (e.g., conjoint analysis). The paper concludes with remarks on the managerial implications of these measures, as well as offering suggestions for further research on value for the customer.