No Idea of Sustainability?
No Idea of Sustainability? The Micro-, Meso- and Macro-level of an Economical, Social, and Environmental Experiment Andreas Exenberger Innsbruck University, Faculty of Economics and Statistics* Abstract In the 1920s Henry Ford planed to extent his concept of the “all-in-one”-factory to tires by establishing a rubber plantation in the Amazon jungle. For that purpose, a whole in- dustrial city, within a short time becoming known as “Fordlandia”, was transplanted from Michigan to Brazil. A lot of problems arose (labour problems, organizational failure, shortage of expertise, social unrest, political disturbances, cultural misconceptions, and above all, environmental problems), therefore Ford shifted the commercial plantation to another place, but did not come into production before World War II. After loosing access to the usual South-East-Asian sources of rubber, the plantation became even strategically important for the U.S., but in contrast to promising predictions, problems continued, the plantation failed to gain revenue and was finally sold to the Brazilian state – and closed. This story of a momentous failure of Henry Ford, who is regarded the business man of the 20th century, is also a story of economical, social and environmental miscalculations, and of obsession. It is told at the micro- (plantation), the meso- (company and state) and macro-level (world economy). Since it was intended to cause a sustainable large-scale im- pact on the affected communities and economies – mainly of “civilizing” the “savages” and “industrializing” the “wilderness”. In the end, it is also a story about social and environ- mental engineering and hence about the supremacy of man over nature.
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