توسعه پایدار به عنوان یک ابزار بازاریابی: وجود داشتن یا به ظاهر وجود داشتن

توضیحات محصول

کد محصول : PN04

بلافاصله بعد از خرید به فایل کتاب دسترسی خواهید داشت

عنوان انگلیسی مقاله ISI:

Sustainability as a marketing tool: To be or to appear to be

عنوان فارسی مقاله ISI:

توسعه پایدار به عنوان یک ابزار بازاریابی: وجود داشتن یا به ظاهر وجود داشتن؟

نویسنده:

Fabrizio Baldassarre   , Raffaele Campo

 تاریخ چاپ – ناشر:

سال 2016 – ScienceDirect  –  Journal of Business Horizons

تعداد صفحات – زبان – فرمت فایل:

9 صفحه – زبان انگلیسی – PDF

پیش نمایش:

توسعه پایدار به عنوان یک ابزار بازاریابی: وجود داشتن یا به ظاهر وجود داشتن

خلاصه مقاله:

While sustainability is an ethical issue, it is also becoming relevant from a marketing standpoint and can be particularly decisive in stakeholder relationships. Companies can approach this issue in different ways, choosing whether to publicize their good conduct or to project a responsible attitude that does not reflect what they effectively achieve. In this context, the authors propose a self-assessment matrix that identifies a better way to make sustainability a source of competitive advantage through a transparency-based approach. By way of a geological metaphor, four types of companies are presented that are distinctive based on two variables: sustainable commitment and communication. Costs and benefits are analyzed for each quadrant, as well as problems resulting from a lack of transparency. In the final section of the article, the authors discuss whether the choice to communicate sustainability can be considered ethical or whether it is only a question of business. Reflections are reported.
2016 Kelley School of Business, Indiana University. Published by Elsevier Inc.