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35 Cards in this Set
- Front
- Back
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3 methaphors from beyond business |
- Equate business to warfare - likens companies to machines and focusses on issues of structure, efficiency and control systems - has ecological roots and compares a business to an organism whose success depends on being well suited to its environment and able to adapt to environmental change |
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Company micro environment |
includes company's market and those actors it interacts with directly and regularly -> 3 actors are market actors, politcal actors, public actors |
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Maco environment |
broader and less direct factors that affect micro environment -> natural, demographgic, technological, politcal forces etcc |
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Market actors |
Customers intermediaries suppliers competitor stakeholders |
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Public actors |
Media interest gorups local communities online communities |
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online community 3 types |
- locally based: forster and roganize initiatives that inform locals - support based online: educate, motivate and offer other resources to those interested issue-based: inform and focus discussion on particular sustainability issues |
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Political actors |
Government can influence through - Command and control style - financial measures - promotion of industry self regulation - provision of the infrastructure |
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Natural environment |
integral part of the decsion making process |
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demographic environment |
about human population in terms of size, age bla |
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Socio cultural environment |
Culture= how society expresses itself collectively |
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technology environment |
changes rapidly on one hand cause for problems but also remedy for solutions |
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political environment |
strongly affected by poltical developments, laws, agreements, taxes obstacles: - political timeframe - policy process in democracies - global dimension of sustainable development |
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economic environment |
influences short term viability of firms and their marketing strategies, and long term tow more sustainable economy |
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Developing a sustainability marketing strategy |
- Screening sustainability issues and actors - Segmenting sustainality markets - Introducing sustainability innovations - Positioning sustainable products - Partnering with sustainability stakeholders |
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Screening sustainability issues and actors |
Downs concludes public attention goes through five stages: - Pre problem stage: not yet much attention - Discovery stage: widespreak coverage, public becomes aware and alarmed - Solution stage : public creates pressure on politicians -> mostly short term symbolic remedies - Decline stage: difficulties and cost of problem become evident -> fewer reports who move on - Post problem: issue receives reduced attention |
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2 basic ways in which a porblem is translated into a market and marketing issue |
- indirect sustainability transformation processess + politics - Direct sustainability marketing transformation processes |
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both direct and indirect have key actors |
public stakeholders [pwer through moral legitimacy ( greenpeace) political key actors: national goverment sashjsadnas market key factors: |
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Segmenting sustainability markets: 4 variables |
- geographic - demograpihic - behavioral - psychographic |
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introducing sustainability innovations |
types of innovations: - improving existing product - alternative technologies to existing problems - Existing knowledge to new markets - new knowledge, new systems |
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Exnovation |
discarding or purging existing products to allow a company to adopt different and fresh thinking to any new innovation activities |
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Positioning sustainable products: four options to position |
- focus on value added - emphasis on performance, price or socio ecological aspect - communicate the socio ecological value added as integral part of product quality - refrain of communicating environmental and social benefits |
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Partnering with sustainabilit stakeholders |
conventional is through competition alternative approach is partnering |
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stakeholders model |
seeks to identify parties in the marketing environment whose behaviour can potentially affect the interests of the company. |
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open sustainability innovation - |
allow stakeholders into development process |
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marketing myopia |
preoccupation with products instead of customer solutions (railroads -> cars etc)
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sustainable products and services defined as |
offerings that satisfy customer needs and significantly improve the social and environmental performance |
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Sustainable products have six characteristic |
- Customer satisfaction - Dual focus: ecological and social aspects - Life cycle orientation - Significant improvements - Continuous improvement - Competing offers |
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Cleaner production |
apprach that minimizes emmisions -> goal = zero emmissions |
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SA 8000= |
international social accountability standard for decent working conditions |
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ISO 14000= |
international environmental management standards -> specificies the requirements for establishing an evinronmental policy, determining evironmental aspects and impacts etc.
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Planned obsolescence= |
attempt to deliberately shorten a product's life span |
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3 forms of planned obsolescence |
- built in obsolescence - Psychological obsolescne - technological obsolescencse |
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Key elements of eco-effective design |
eco-efficient design: concepts of dematerializations, increased productivity, reduced toxicity eco-effective design: aimed to make efficient use of natural resources and reduce total impats of products |
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4 major steps involved in building strong brands |
- create sustainability brands : free to name and shapre brand according to ideas, mission value etc - naming sustainability brands name can be a important factor -> should suggest brand quality - Positioning sustainability brands: have to satisfy needs and improve performance - Developing sustainabilit brands:
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Developing sustainability brands |
- Line extension: introduce additional item in a given product category - Sustainability brand extension : successful brand to launch new product in new category - Multi sustainability brand:two or more brands in the same product category - new sustainability brand
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