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Book part
Publication date: 14 May 2018

Małgorzata Wiścicka-Fernando

As emphasized in the previous chapter, sustainability marketing entails activities that include all levels of management in small and medium enterprises; that is…

Abstract

As emphasized in the previous chapter, sustainability marketing entails activities that include all levels of management in small and medium enterprises; that is, strategic, operational and tactical. The role of marketing activities of a sustainable nature involves building customer satisfaction and generating profit for an enterprise, while simultaneously taking into consideration the impact of such activities on society and environment as a whole. Combining all those areas poses a serious challenge to contemporary SMEs. Nevertheless, an effective use of sustainability marketing principles enables companies to achieve the above-specified tasks and gain a strong position in the market over the long term. The nature of the relationship established with various market entities ensures that strong position, because the use of sustainability marketing is equivalent to adopting a relationship-oriented attitude.

Fulfilling the tasks of sustainability marketing requires the employment of tools from the sustainability marketing mix, which comprises the following: sustainability in product, price, distribution, promotion and personnel. The adoption of sustainable development principles by SME marketing departments does not fundamentally change the basic properties of the tools in the mix, that is their complementarity and the resultant synergy effect, but it expands the scope of their impact on the society and environment. This chapter presents a discussion on the nature and specificity of individual tools in the sustainability marketing mix.

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The Sustainable Marketing Concept in European SMEs
Type: Book
ISBN: 978-1-78754-039-2

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Book part
Publication date: 29 November 2018

Danielle Eiseman

At the core of understanding the practice of marketing sustainable tourism lies an appreciation not only of the evolution of the concept of sustainability, but also of the…

Abstract

At the core of understanding the practice of marketing sustainable tourism lies an appreciation not only of the evolution of the concept of sustainability, but also of the co-productive process between consumer and producer. This chapter establishes a conceptual overview on sustainable tourism and its alternative terms (ecotourism, responsible tourism, soft tourism, ethical tourism). Its origins stem from the pivotal works of the Brundtland Report. The author considers the complex structures that interact with the tourism industry, such as the social, environmental and economic impacts of tourism in vulnerable or sensitive climates. For example, in Central Thailand, cities such as Bangkok have experienced rapid urbanisation as well as burgeoning tourism. This has resulted in high levels of air pollution from traffic congestion and manufacturing, while escalation in the tourism industry places burdens on waste management systems. Further strains on waste management in both the Eastern and Southern regions, particularly along the coastlines, which suffer from high levels of coastal litter, are attributed to the rising tourism industry – a process other popular destinations have undergone, such as Costa Rica. Examination of cases such as Thailand will elicit further discussion of public awareness of the impacts of the tourism industry in vulnerable climates. Lastly, the chapter will look at cases of demotion or de-marketing of tourism in certain regions in order to limit the number of visitors, such as that of the Blue Mountains National Park in Australia. In addition to the case studies reviewed in this chapter, there is a practice exercise in developing an environmental performance index, based on existing data on country-specific environmental performance.

Abstract

Purpose

Sustainability is understood as a complex and integrating area, involving the most diverse areas and fields of knowledge. Because of the innumerable socio-environmental challenges in the current scenario, a sustainable development that finds the necessary changes and advances for communities, industry and the various stakeholders involved is required. In this process of promoting sustainable development, universities stand out for being institutions capable of taking an analytical and questioning look at the directions of the society in which they are inserted and not just helping them to pursue them, serving as a model and living laboratory for the implementation of greener practices in cities. One of the actions that contributes to the consolidation process of a more sustainable university and the development of the green campus is the use of green marketing, understood as a set of all the practices that involve conventional marketing, focused on the search to reduce the negative impact or promote positive effects on the relationship between the institution and the environment. This paper aims, based on the balanced scorecard (BSC), to propose a strategic management tool as support for green marketing strategies, thus promoting, more quickly, the promotion of sustainable development in higher education institutions (HEIs).

Design/methodology/approach

Four universities were chosen, from the literature, in terms of best practices for sustainable development, where the main dimensions used by green marketing were mapped. Based on them, the BSC structure was adapted to enhance its strategies.

Findings

To achieve the objective of this work, this paper proposed an adaptation of the original BSC for better management of green marketing strategies for universities, based on four dimensions: community members, university members, product and strategy.

Originality/value

The main contribution of this paper is to propose a BSC as a strategic management system focused on the green marketing of universities to accelerate the promotion of sustainable development in HEIs.

Details

International Journal of Sustainability in Higher Education, vol. 21 no. 7
Type: Research Article
ISSN: 1467-6370

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Article
Publication date: 19 June 2017

Shampy Kamboj and Zillur Rahman

This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of…

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Abstract

Purpose

This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators.

Design/methodology/approach

The data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equation modelling to empirically test proposed hypothesis and research model of the relationships.

Findings

The results indicated that MO has a positive influence on marketing capabilities, including product development, communication, channel linking and pricing. The study also found, albeit with exceptions, a positive association between marketing capabilities and sustainable innovation. These exceptions were communication capability on technical innovations and channel linking capability on non-technical innovations. In addition, findings reveal that marketing capabilities fully mediate MO to performance link while sustainable consumption partially mediates the relation between sustainable innovation and competitive advantage. Competitive advantage also partially mediates marketing capabilities to performance relationship.

Research limitations/implications

This study deals with four marketing capabilities only and uses cross-sectional data, instead of longitudinal data, that comprises data of 192 service firms in India.

Originality/value

The study sets forth empirical evidence for the argument that specific marketing capabilities lead to sustainable innovation. The study further clarifies contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators in the proposed research model.

Details

Management Research Review, vol. 40 no. 6
Type: Research Article
ISSN: 2040-8269

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Sustainability Marketing
Type: Book
ISBN: 978-1-80071-244-7

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Book part
Publication date: 14 May 2018

Edyta Rudawska

Contemporary companies are operating under challenging and volatile circumstances, but at the same time they are also conditions which provide companies with powerful…

Abstract

Contemporary companies are operating under challenging and volatile circumstances, but at the same time they are also conditions which provide companies with powerful opportunities on an unprecedented scale. Marketers have a key role in the process of facing these challenges. By taking a lead in the process of implementing sustainability into marketing strategies, they can create sustainable company growth. The success of this process is determined by whether or not the concept of sustainability marketing becomes fundamental in the company. Sustainability marketing should be embedded at the heart of any corporate strategy and become integral to that strategy, not just a part of it or to supplement it. The aim of this chapter is to discuss the influence of the sustainable development concept on marketing strategy. To begin with, the chapter examines how the development of this concept influenced the understanding of the essence of the functioning of modern enterprises. Next, the process of managing an organization in the context of sustainable development as well as the idea of a company’s sustainable market orientation as a source of its financial and market success are discussed. The final part focuses on identifying the role of marketing in implementing the concept of sustainable development as well as clarifying the assumptions of sustainability marketing.

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Article
Publication date: 21 May 2020

Soha Abutaleb and Noha El-Bassiouny

The paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and…

Abstract

Purpose

The paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.

Design/methodology/approach

Concurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.

Findings

The results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.

Originality/value

Although the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

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World Journal of Entrepreneurship, Management and Sustainable Development, vol. 16 no. 4
Type: Research Article
ISSN: 2042-5961

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Article
Publication date: 27 April 2020

Rocio Rodriguez, Carmen Otero-Neira and Göran Svensson

The research aims to describe the foundation of healthcare organizations’ past and present sustainability endeavors; describe the direction of a health-care organizations…

Abstract

Purpose

The research aims to describe the foundation of healthcare organizations’ past and present sustainability endeavors; describe the direction of a health-care organizations’ sustainable development; reveal and characterize what determines the foundation and direction in a public health-care sector; and provide some insights into social marketing for sustainability endeavors.

Design/methodology/approach

Based on a semi-inductive approach, judgmental sampling was applied to select relevant health-care organizations. Informants were identified according to their knowledge of their organizations’ sustainability initiatives.

Findings

Offer insights into the foundation of sustainability endeavors and the direction of sustainable development for upstream social marketing in the studied public sector. The social marketing perspective is a common factor of relevance for the studied public hospitals.

Research limitations/implications

The foundations of sustainability endeavors undertaken across the studied health-care organizations have not so far been homogenous. The direction of sustainable development has also varied across the studied public healthcare organizations and there is a need to move beyond individuals and shift from a micro to a macro/structural environment of sustainable development, so as to observe the effectiveness of any social marketing intervention.

Practical implications

This study highlights the importance of applying an upstream social marketing approach and programs, as part of a social marketing strategy, to promote and stimulate sustainable change in health-care organizations.

Social implications

Contrary to the common sense predominating in many societies nowadays regarding sustainability endeavors and sustainable development, we conclude that neither the foundation of such endeavors nor the direction of sustainable development has progressed adequately in the studied public healthcare sector. As social marketing is intended to benefit society and foster social change, the macro level of intervention of the upstream approach clearly reveals its usefulness in the public health area.

Originality/value

Reveals two axes based on a social marketing approach. One is of micro and macro determinants characterizing the direction of sustainable development in a public sector. Another is of homogeneous and heterogeneous foundations of sustainability endeavors.

Details

Journal of Social Marketing, vol. 10 no. 2
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 12 June 2007

Ute Jamrozy

The purpose of this paper is to suggest a shift in the tourism marketing paradigm away from economic profit priorities toward sustainability. The sustainability approach…

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10327

Abstract

Purpose

The purpose of this paper is to suggest a shift in the tourism marketing paradigm away from economic profit priorities toward sustainability. The sustainability approach adopts a holistic, integrated view of marketing, considering social equity, environmental protection, and economic livability. The paper seeks to examine the evolving model for the tourism marketing environment.

Design/methodology/approach

The paradigm shift naturally occurs by tracing the evolution of marketing approaches from production, sales, and a consumer orientation toward marketing alternatives such as societal, causal, green, responsible, and relationship marketing. Adapting a living system theory to tourism marketing, a sustainable tourism marketing model integrates tourism into a larger holistic context and focuses on marketing a quality of life for all stakeholders in the system.

Findings

While alternative approaches to tourism marketing include societal consideration such as tourism impacts and environmental segmentation strategies, this paper considers the triple bottom line as more sustainable objectives in tourism marketing and adopts an integrated view on tourism marketing.

Research limitations/implications

The model suggests a paradigm shift that needs to be explored further.

Practical implications

The paper illustrates how tourism marketing can be integrated into more sustainable urban marketing strategies.

Originality/value

Instead of viewing tourism as a separate for profit industry, the model suggests an integration of tourism into a holistic, sustainable, quality of life marketing approach of living communities.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 1 no. 2
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 21 June 2013

Henna Eerikäinen and Anna‐Liisa Sarasoja

The aim of this article is to examine the current marketing situation of sustainable buildings from a Finnish real estate developer’s perspective and deepen the market’s…

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2164

Abstract

Purpose

The aim of this article is to examine the current marketing situation of sustainable buildings from a Finnish real estate developer’s perspective and deepen the market’s understanding on this subject.

Design/methodology/approach

The theoretical part of the paper is conducted through a literature study, and for the empirical part three different green building development projects were examined.

Findings

Results indicate that the environmentally efficient characteristics of the buildings are not considered to be their major selling arguments but simply something that is expected in today’s market and thus the green marketing actions of the real estate development company were subtle and quite ineffective.

Practical implications

It seems that at the moment, the marketing of sustainable buildings lacks green ambition and not all are equally convinced about their differentiation potential. However, by increasingly concentrating on the different benefits of sustainable buildings and effectively communicating those to the customers, greenness can be made into a truly competitive marketing argument.

Originality/value

The technology needed to build environmentally efficient buildings and the knowledge about their benefits is available. However, the ways of marketing these benefits to the public and customers and, as a result, increasing the amount of green buildings have not been the subject of much research.

Details

Property Management, vol. 31 no. 3
Type: Research Article
ISSN: 0263-7472

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