2022, Fuduric, Nikolina, Kuster, Andreas, Bollinger, Melanie, Dogan, Ashuahan, Estori, Cinzia, Godfrey Flynn, Andrea, Prakash Mehta, Ravi, Satornino, Cinthia

Paper Title: The Sustainability Marketing Canvas: Creating order from disorder Abstract: Marketing has made questionable impact upon environmental, social and economic sustainability due to a conceptual and level-of-analysis fragmentation. Not only is this a barrier to theoretical development but perhaps, most importantly, for coherent, sustainable action. Considering the challenges our planet is facing because of climate change, resource scarcity and biodiversity to name a few, answers are desperately needed for firms and society to adjust course in production and consumption. Marketing as a discipline is uniquely poised in offering sustainability answers because of its broad reach. One way to do this is to marry notions of marketing sustainability with “normal” marketing in a decision-making tool. A Sustainability Marketing Canvas is introduced where the 7P’s are fused with the two P’s of the Triple Bottom Line to create order in this conceptual disorder. The canvas is explained in detail and a case is briefly presented using VAUDE GmbH & Co , a sustainable outdoor brand in Germany. (Author note: Until the AMA Summer Conference the SMC will be tested on a business unit at Hilti and will be included in this paper as a case instead of VAUDE. VAUDE is only now used as a place-marker and example of what to expect from the paper until summer.)

2021, Willemse, Saskia, Popovic, Nathalie, Fuduric, Nikolina, Bisang, Léonie, Zachlod, Cecile

The most important question a national weather service should ask itself in connection with its warning task is: "Do our warnings contribute to reducing the impact of extreme weather events?". A perfect impact forecast of an extreme weather event does not necessarily contribute to reduce the impact of the event. On the other hand, also the most perfect warning is not a guarantee for a reduction of the impact of the warned extreme event. Only If the warning reaches the recipient in time, is understood and action is taken, is there a chance that the impact can be reduced, which means that the warning unfolds an impact. Therefore, if we want the recipient to understand the warnings and to know what action to take, we have to know what his needs are. In this contribution we describe a method (“Jobs to be done”) with which we investigated the needs of the authorities in terms of severe weather warnings in Switzerland. This method focuses our attention on those those processes that are important to the authorities but unsatisfactorily fulfilled. Once isolated, we engage our experts in cooperation with the authorities to find optimal and innovative solutions through design thinking workshops. In the Swiss federal structure, the warning chain extends over all levels of the governance structure: the severe weather warnings are issued at federal level and transmitted to the Cantons, these can decide to add local information, particularly concerning impact, and transmit them to the communities and the population. In our investigation, we concentrated on the administrative authorities and on the cantonal coordination bodies of the fire brigades. The aim of this study is to find indications for optimising the warnings, in terms of content, representation and also distribution. The investigation started in January 2021 with a series of interviews with 6 cantons. Currently (April 2021) we are running a survey in all Cantons and in June we plan two workshops with representatives of the Cantons and with collaborators of the National Weather Service MeteoSwiss (forecasters, developers and key accounts).