Sustainable Marketing and Management Assignment

Added on - 16 May 2020

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Running head: ANALYZING IKEA’S SUSTAINABILITY APPROACHAnalyzing IKEA’s Sustainability ApproachName of the UniversityName of the StudentAuthor note
1ANALYZING IKEA’S SUSTAINABILITY APPROACHExecutive SummaryThe chief purpose of the report is to provide a critical analysis of a journal article based onsustainable marketing and management. The report introduces the article and the content andthen elaborates further in the overview of the article. Further, the report discusses the keyelements of the article that includes the company on which it has focused. The company isIKEA, the leading manufacturer and seller of home furnishing items. It is also involved in manysocial works and environment safeguarding initiatives. The report concludes with an overalldiscussion of the article and its drawbacks while recommending the topics that could have beenincluded.
2ANALYZING IKEA’S SUSTAINABILITY APPROACHTable of ContentsIntroduction......................................................................................................................................3Overview of the journal...................................................................................................................3Discussion on key points.................................................................................................................5Critical analysis of the points mentioned.........................................................................................7Conclusion.......................................................................................................................................8References:....................................................................................................................................10
3ANALYZING IKEA’S SUSTAINABILITY APPROACHIntroductionThe issue of sustainable development has troubled world leaders since the time it wasproposed. Sustainability is something that has been recognized as the most important aspect ofany work, be it economic or political. In the field of marketing and management, sustainabilityhas occupied an important role. Brindley and Oxborrow (2014), mentions that the scenario wasnot the same some decades ago and large companies openly neglected environmental issues.However, the scenario started to change after it was found that the environment was beingheavily damaged.The journal article that has been selected to analyze critically is ‘Green Marketing andSustainable Development: A Statistical Survey on IKEA Customers’ Perception’(Passaro,Perchinunno and Schirone 2015). In the article, the authors have tried to associate sustainablemarketing with company profit by drawing example from IKEA, one of world’s topmanufacturers and seller of home furnishings. The report provides a critical analysis of the pointsdiscussed in the journal article.Overview of the journalIn order to find the major points mentioned in the article, the basic theme has to beanalyzed first. In the article, the authors have discussed the concept of sustainability and itsrelevance in the field of management and marketing. Sustainability, argue the authors, refers tothe crucial transformation that defines the company and community relationship. They analyzedthe adoption of social responsibility policy of IKEA and its impact on turnover.Further, the authors have provided an explanation of sustainability defining it as theresponsible use of non-renewable resources that would ensure development for present cohort
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