دانلود رایگان مقاله لاتین پایداری به عنوان ابزار بازاریابی از سایت الزویر
عنوان فارسی مقاله:
پایداری به عنوان یک ابزار بازاریابی:وجود داشتن یا به نظر رسیدن
عنوان انگلیسی مقاله:
Sustainability as a marketing tool: To be or to appear to be?
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بخشی از مقاله انگلیسی:
To enable top managers and entrepreneurs to selfassess their degree of corporate sustainability in terms of commitment to sustainable initiatives and the ability to communicate these to differentstakeholders, we propose using a matrix that combines these variables to define four different dynamic states of sustainable initiative transparency. The Y (vertical) axis represents how much a company is doing, and the X (horizontal) axis represents how much it is communicating. To characterize the concept of transparency between an organization and its stakeholders, we have employed a geological metaphor that has previously been used in a different context by several scholars (Lamming, Caldwell, & Phillips, 2006): the ability of minerals to transmit light (see Table 1). This is our initial device for arranging and discussing the concept of transparency in terms of sustainable initiatives. We suggest that transparency is a dynamic, and thus manageable, property of a communication relationship between a company and any stakeholders interested in staying informed about its sustainable activities. Transparency is thus not a mere characteristic or attribute. In our geological example, light is analogous to information or knowledge of the sustainable initiatives implemented (or not implemented) as provided by the company to its various stakeholders via all available media. The matrix breaks down the dynamic states into the four quadrants explained in Figure 1. Rather than being solely opaque, translucent, or transparent, a commitment to sustainability and a commensurate approach to communication is apt to include elements of all three features. These elements are likely to be distributed over the range of interface processes through marketing channels and communication media in line with different categories of stakeholders. One example might be how territorial differences influence the approach to communication. Consider the fact that, unlike manufacturing facilities in the Far East, European factories are often ISO 14001, OHSAS 18001, or SA8000 certified. Luxottica, among other firms, lists on its website (http://www.luxottica.com) the ISO 14001 and OHSAS 18001 certifications achieved by its Italian factories, but makes no mention of such relating to its Indian manufacturing facility–— despite Asia being an important market in terms of retail sales. This difference effectively means that the degree of communication and of sustainable performance could differ depending on variables (e.g., national legislation, corporate culture of sustainability, internal alignment on sustainability, cost of certifications, financial resources) that can induce companies to adopt different marketing strategies, which are not always classifiable in a single quadrant of the matrix.
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کلمات کلیدی:
Sustainability can be a powerful marketing tool - Better Buildings ... www.betterbuildingspartnership.com.au/.../sustainability-can-powerful-marketing-tool... Sustainability can be a powerful marketing tool. 28 May 2015. New buildings and buildings which have undergone refurbishment often have a number of ... Marketing and sustainability tool - The Sigma Project www.projectsigma.co.uk/Toolkit/MarketingSustainability.asp The sustainability and marketing tool provides an introductory bridge between the two specialist fields of marketing and sustainability and suggests some initial ... [PDF]Augmented Reality: A Sustainable Marketing Tool? - Global Business ... https://www.gbmr.ioksp.com/pdf/Bulearca%20&%20Tamarjan,%202010.pdf Keywords: Augmented Reality, Marketing Strategies, Promotional Tool. Paper type: Research Paper. Introduction. Entering into a toy shop and being able to see ... [PDF]Can Green Marketing be used as a tool for Sustainable Growth?: A ... ro.uow.edu.au/cgi/viewcontent.cgi?article=1132&context=dubaipapers by R Saxena - 2010 - Cited by 34 - Related articles and sustainable economic growth and tries to protect the environment. ... authors that green marketing can definitely be used as a tool for sustainable growth. [PDF]the sustainability report: today's essential marketing tool - HP www.hp.com/canada/corporate/hp_info/.../files/Sustainability_Reporting_Tool.pdf THE SUSTAINABILITY REPORT: TODAY'S ESSENTIAL MARKETING TOOL. How to Write an Environmental Sustainability Report for Small and Medium ...
