Sustainable Marketing Management Information 2022

Running Head: SUSTAINABLE MARKETING MANAGEMENT
SUSTAINABLE MARKETING MANAGEMENT
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SUSTAINABLE MARKETING MANAGEMENT
Sharing economy has potentially become one of the major characteristics of a global
economic environment, where different business organization extend their economic activity
beyond the geographic boundaries to gain the exposure of international market. This has
potentially helped the marketers to raise their standard of business operation and it is of no doubt
that the internet has played a vital role in fusing this global connectivity in business operation.
This is the very reason why companies like Ola and Uber re operating on such a large scale and
contributing to the economy on a global platform (Schor, 2016.).
However, with the significant increase of sharing economy, there has also been an
increase in production which in turn is increasing the output of waste which is generated on a
daily basis and acting a direct threat to environmental sustainability. With such abundance in
production, people have almost forget the concept of: refuse, reuse and recycle. Moreover
producing goods involve the use of natural resources which includes land, water air and varied
such other non-renewable sources leading to mass degradation of the natural environment.
Another significant problem is amidst the big international conglomerates, small business houses
are currently facing a great survival threat leading to an unequal growth of economies. For
instance when a developed country like Australia enters into trade with a developing economy
like India it is very obvious that the Australian company will obviously chose a brand which is
already well-built and has a good market share rather than choosing a business which is just
evolving which in turn leads to economic imbalance, where traditional business sectors for
instance handicrafts or sericulture face huge sustainability threats.
Thus to better address these issues of sustainability, first and foremost these global
enterprises needs to consider more greener and ecofriendly ways of ensuring their business