The sustainability marketing canvas. Creating order from chaos

dc.contributor.authorFuduric, Nikolina
dc.contributor.authorKuster, Andreas
dc.contributor.authorBollinger, Melanie
dc.contributor.authorDogan, Ashuahan
dc.contributor.authorEstori, Cinzia
dc.contributor.editorGodfrey Flynn, Andrea
dc.contributor.editorPrakash Mehta, Ravi
dc.contributor.editorSatornino, Cinthia
dc.date.accessioned2024-04-04T13:11:01Z
dc.date.available2024-04-04T13:11:01Z
dc.date.issued2022
dc.description.abstractPaper 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.)
dc.event2022 AMA (American Marketing Association) Summer Conference
dc.event.end2022-08-14
dc.event.start2022-08-12
dc.identifier.isbn978-1-7138-6657-2
dc.identifier.urihttps://irf.fhnw.ch/handle/11654/43226
dc.language.isoen
dc.publisherAmerican Marketing Association (AMA)
dc.relation.ispartofAMA Summer Academic Conference 2022. Light in the darkness. Marketing's role in driving positive change
dc.relation.ispartofseriesAMA Educators Proceedings
dc.spatialChicago
dc.subject.ddc330 - Wirtschaft
dc.titleThe sustainability marketing canvas. Creating order from chaos
dc.type04B - Beitrag Konferenzschrift
dspace.entity.typePublication
fhnw.InventedHereYes
fhnw.ReviewTypeAnonymous ex ante peer review of a complete publication
fhnw.affiliation.hochschuleHochschule für Wirtschaftde_CH
fhnw.affiliation.institutInstitut für Unternehmensführungde_CH
fhnw.openAccessCategoryClosed
fhnw.pagination920-923
fhnw.publicationStatePublished
fhnw.seriesNumber33
relation.isAuthorOfPublicationb4a8873f-1bb5-472f-821e-e0caee0fae83
relation.isAuthorOfPublicationd1e5ad90-88bb-4c7d-9d91-9f653303ccc0
relation.isAuthorOfPublication.latestForDiscoveryb4a8873f-1bb5-472f-821e-e0caee0fae83
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