• Sustaining Cameroon’s Exotic Wood Species : A Case Study on Transmogrifying Suboptimal Product Aesthetics into Desired Aesthetics Robinson, Bryan M. | Cherry, Bennett | Ratiu, Catalin 2020 Proceedings of the International Association for Business and Society , Vol. 31 , S. 112 ff. ( Zeitschrift ) Englisch 2155-2568 | 2160-6900 10.5840/iabsproc20203111 Abstract

    Bob Taylor of US based Taylor Guitars tells a story, on YouTube, of the felling of 10 endangered ebony trees in Cameroon to find one with jet-black ebony – the remaining nine were left to rot. The story continues: Bob Taylor decided to purchase all the ebony, even that regarded as b-grade ‘streaked-ebony’ and incorporate the wood in guitar fretboards. Taylor Guitars used social media to communicate the environmental rationale behind the incorporation of streaked-ebony in the fretboards, and in so doing, consumers were able to view the guitars from the perspective of environmental sustainability, and the aesthetic appeal and sound of the streaked-ebony was appreciated and well received. The initiative created a competitive advantage for the guitar manufacturer and contributed significantly to the sustainability of this endangered wood species.

    Schlagwörter

    Business and Professional Ethics | Conference Proceedings | Social Science

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Robinson, Bryan M.
Cherry, Bennett
Ratiu, Catalin
Business and Professional Ethics
Conference Proceedings
Social Science

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