The sustainability marketing canvas. Creating order from chaos
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Author (Corporation)
Publication date
2022
Typ of student thesis
Course of study
Collections
Type
04B - Conference paper
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Parent work
AMA Summer Academic Conference 2022. Light in the darkness. Marketing's role in driving positive change
Special issue
DOI of the original publication
Link
Series
AMA Educators Proceedings
Series number
33
Volume
Issue / Number
Pages / Duration
920-923
Patent number
Publisher / Publishing institution
American Marketing Association (AMA)
Place of publication / Event location
Chicago
Edition
Version
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Abstract
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.)
Keywords
Subject (DDC)
330 - Wirtschaft
Event
2022 AMA (American Marketing Association) Summer Conference
Exhibition start date
Exhibition end date
Conference start date
12.08.2022
Conference end date
14.08.2022
Date of the last check
ISBN
978-1-7138-6657-2
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Closed
License
Citation
FUDURIC, Nikolina, Andreas KUSTER, Melanie BOLLINGER, Ashuahan DOGAN und Cinzia ESTORI, 2022. The sustainability marketing canvas. Creating order from chaos. In: Andrea GODFREY FLYNN, Ravi PRAKASH MEHTA und Cinthia SATORNINO (Hrsg.), AMA Summer Academic Conference 2022. Light in the darkness. Marketing’s role in driving positive change. Chicago: American Marketing Association (AMA). 2022. S. 920–923. AMA Educators Proceedings, 33. ISBN 978-1-7138-6657-2. Verfügbar unter: https://irf.fhnw.ch/handle/11654/43226