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Yong, Khai Pin (2024) Sustainability marketing strategies: exploring effective business to business (B2B) marketing strategies for industrial manufacturers approaching a low carbon future. [Dissertation (University of Nottingham only)]

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Abstract

The marketing function within organizations plays a pivotal role in keeping companies abreast of changes in their broader and competitive environment (Hooley, 2020). Despite an abundance of literature on green marketing strategies to help business-to-consumer (B2C) firms build a competitive advantage around sustainability, there remains a noticeable gap in research regarding sustainability marketing in business-to-business (B2B) industrial firms. These industrial firms contribute significantly to global greenhouse gas emissions (EPA, 2020) and face mounting pressure from stakeholders to enhance sustainability efforts. Using case studies research based on insights derived from interviews with senior leadership teams of successful global industrial firms, the study explores B2B sustainability marketing strategies that industrial firms are adopting to achieve improved business performance, and investigates the challenges faced in implementing these strategies. The study also provides suggestions to overcome these challenges—a topic that has been relatively underexplored.

Our findings reveal that embracing sustainability is considered a strategic necessity for all industrial firms, crucial for corporate survival. Moreover, environmental sustainability takes center stage for these companies, as it holds the significant impact on their commitments towards carbon neutrality. Sustainability marketing not only positively impacts the organization growth but also boosts employees’ motivation and support for the firms’ marketing initiatives. Product innovation is the key sustainability marketing strategy adopted by most industrial companies to enhance the firm's reputation and overall business performance. However, persistent concerns revolve around striking a delicate balance between profitability and sustainability. To tackle this challenge, many firms forge strategic alliances and partnerships with customers, regulators, fellow industrial players, and key suppliers. This research provides a broad overview of the topic on sustainability marketing strategies for industrial companies. It is suggested that future research could delve deeper into sector-specific activities for insights.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	Yong, Khai Pin
Date Deposited:	02 Aug 2024 08:24
Last Modified:	02 Aug 2024 08:24
URI:	https://eprints.nottingham.ac.uk/id/eprint/76828

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