The sustainability marketing canvas. Creating order from chaos
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Autor:in (Körperschaft)
Publikationsdatum
2022
Typ der Arbeit
Studiengang
Sammlung
Typ
04B - Beitrag Konferenzschrift
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
AMA Summer Academic Conference 2022. Light in the darkness. Marketing's role in driving positive change
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
AMA Educators Proceedings
Reihennummer
33
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
920-923
Patentnummer
Verlag / Herausgebende Institution
American Marketing Association (AMA)
Verlagsort / Veranstaltungsort
Chicago
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
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.)
Schlagwörter
Fachgebiet (DDC)
Veranstaltung
2022 AMA (American Marketing Association) Summer Conference
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
12.08.2022
Enddatum der Konferenz
14.08.2022
Datum der letzten Prüfung
ISBN
978-1-7138-6657-2
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Publikationsstatus
Veröffentlicht
Begutachtung
Peer-Review der ganzen Publikation
Open Access-Status
Closed
Lizenz
Zitation
Fuduric, N., Kuster, A., Bollinger, M., Dogan, A., & Estori, C. (2022). The sustainability marketing canvas. Creating order from chaos. In A. Godfrey Flynn, R. Prakash Mehta, & C. Satornino (Eds.), AMA Summer Academic Conference 2022. Light in the darkness. Marketing’s role in driving positive change (pp. 920–923). American Marketing Association (AMA). https://irf.fhnw.ch/handle/11654/43226