Environmental Friendliness: Profitable Marketing Strategy in Recession: A study of management’s perspectives at two food retailers in Sweden on profitability of their marketing strategy - Couverture souple

Shahzad, Aamer; Hussain Shah, Syed Nadeem

 
9783659286032: Environmental Friendliness: Profitable Marketing Strategy in Recession: A study of management’s perspectives at two food retailers in Sweden on profitability of their marketing strategy
Couverture souple
ISBN 10 : 3659286036 ISBN 13 : 9783659286032
Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

During the current recession, studies show that consumers willingness to pay more for the green but expensive products has decreased as compared to the past decade. However, despite having an understanding of this changing consumer attitude, food retailers in Sweden insist on their marketing strategy as environmentally friendly. When maximizing profits is considered the major corporate goal of every business, investigating the managements’ point of view on environmental friendliness as profitable marketing strategy during the current recession period becomes an interesting topic for research. The aim of this research is to explore the green marketing strategy as a profitable endeavor even in recessions when competition is high and survival is at stake. How management see their commitment to environment in hard times as yielding favorable opportunities or unfavorable hurdles, is investigated here. The findings are not only beneficial to students in marketing but also the business entities who would like to contribute to the environment without compromising profitability.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

During the current recession, studies show that consumers willingness to pay more for the green but expensive products has decreased as compared to the past decade. However, despite having an understanding of this changing consumer attitude, food retailers in Sweden insist on their marketing strategy as environmentally friendly. When maximizing profits is considered the major corporate goal of every business, investigating the managements’ point of view on environmental friendliness as profitable marketing strategy during the current recession period becomes an interesting topic for research. The aim of this research is to explore the green marketing strategy as a profitable endeavor even in recessions when competition is high and survival is at stake. How management see their commitment to environment in hard times as yielding favorable opportunities or unfavorable hurdles, is investigated here. The findings are not only beneficial to students in marketing but also the business entities who would like to contribute to the environment without compromising profitability.

Biographie de l'auteur

Aamer Shahzad, MS/MBA: Studied Int. Marketing atMälardalen University, Sweden: Worked as Asst. Mgr. in textile: Sales & Mkt. Professional in Denmark.Nadeem Shah, MS/MBA: Studied Int. Marketingat Mälardalen University, Sweden: Worked as Sales Mgr. HMC3, Pakistan: Currently Sales & Mkt. Professional at Marcus Evans, Sweden.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2012
Langue
anglais
ISBN 10 
3659286036
ISBN 13 
9783659286032
Reliure
Broché
Nombre de pages
76
Coordonnées du fabricant
non disponible
Personne responsable
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