Titre : |
A sustainable marketing strategy : Evidence from the food industry |
Type de document : |
Mémoire |
Auteurs : |
Raphaelle VANDERGHOTE |
Année de publication : |
2018 |
Importance : |
27 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management MARKETING STRATEGIQUE ; DEVELOPPEMENT DURABLE ; RESPONSABILITE SOCIALE DE L'ENTREPRISE ; IMAGE DE MARQUE
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Résumé : |
This paper provides an analysis and evaluation of the positive impact that a sustainable marketing strategy can have on corporations. Methods of analysis include the comparison of three business cases based on corporate social responsibility reports and a survey conducted by the Food Marketing Institute. This paper is focused on the food industry,nevertheless results of the analysis can be relevant in other sectors. The comparison of the three business cases with the FMI's survey reveals similar benefits which can be attributed to the implementation of a sustainable marketing strategy. The paper finds that the first main benefit associated with the implementation of a sustainable marketing strategy is the cost reduction it induces. Other benefits are the improvement of the brand image, a reduction of risks related to the corporate activity and the opportunity to access new market segments. Recommendations include raising the importance of sustainability inside the company, implanting sustainable practices into the day to day business, and positioning the sustainable marketing strategy in the center of the business strategy.
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Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
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