Moral Entrepreneurialism for the Hamburger: Strategies for Marketing a Contested Fast Food
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Date
2022
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SAGE Open
Abstract
Recent research has extended the concept of moral entrepreneurialism to corporate actors.
We build on this research to investigate how corporations succeed in this effort by uncovering
the strategies and tools they employ as moral entrepreneurs. To do so, we examine the
corporate discourse of three prominent fast-food firms to identify how they present hamburgers
as good food, in a context where beef is increasingly criticized as morally suspect. Based on
a discourse analysis of corporate communications and marketing campaigns, we identify three
distinct discursive strategies for managing meat criticisms: (1) global managerialism (McDonald’s);
(2) aestheticized simplicity (A&W); and (3) nostalgic, personalized appeals (Wendy’s). These
strategies are realized through the use of informational tools to shape what customers think
and know about beef, and affective tools to influence how customers feel about beef. Together,
these corporate strategies speak to the skilful ability of corporate actors to respond to socio environmental criticisms. Our case shows how fast-food market actors are able to incorporate
critique and offer messages that seek to allow people to feel good about eating beef. This case is
relevant to understanding the tools that corporations use to be effective moral entrepreneurs.
It also provides a deeper understanding of marketing discourse at the nexus of social problems
and consumption choices
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Keywords
marketing, discourse analysis, moral entrepreneurs, ethical consumption