Sustainability Marketing Strategy Coherence for an Internationally Active Company in the Manufacturing Industry: Applying the Sustainability Marketing Canvas

Abstract

Although sustainability has become a major topic in today’s business world, there exists an inconsistency in how companies communicate their sustainability activities. This results from the fact that many companies have not yet developed coherent sustainability marketing strategies and are thus unable to convey them consistently. It is important to address this issue and find a practical method to develop a strong sustainability marketing strategy and to communicate sustainability activities effectively. This is also true for an internationally active company in the manufacturing industry.