University Report: Sustainability and Stakeholder Marketing Analysis
VerifiedAdded on 2022/09/01
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AI Summary
This report delves into the critical concepts of sustainability and stakeholder marketing, offering a comprehensive analysis of their significance in contemporary business practices. The first section defines stakeholders, emphasizing their impact on organizational outcomes and providing examples of effective stakeholder engagement by companies like Alibaba and Walmart. The report highlights how these organizations prioritize stakeholders, including customers, employees, and investors, and integrate stakeholder perspectives into their strategies. The second section examines sustainability and stakeholder marketing as a long-term orientation, focusing on value creation through sustainable offerings. It explores the evolution of marketing approaches, the importance of integrating social, economic, and environmental variables, and the role of technology in stakeholder engagement. The report discusses how sustainable marketing incorporates a stakeholder-based approach to achieve market competitiveness and profitability, emphasizing the creation of long-term value for both consumers and stakeholders through sustainable offerings. It also highlights the increasing awareness of corporate practices among stakeholders and the challenges faced by businesses in selling sustainability, while underscoring the importance of a macro marketing system management approach. The report concludes by emphasizing the benefits of sustainable market orientation in enhancing brand reputation and fostering innovation and consistent learning.
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