Factors influencing sustainable strategy implementation : explorative research into the implementation of a sustainable marketing strategy in ongoing business practices

Geerdink, I. (2016) Factors influencing sustainable strategy implementation : explorative research into the implementation of a sustainable marketing strategy in ongoing business practices.

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Abstract:This thesis explores which problems companies and authorities might encounter when implementing a sustainable marketing strategy. This research is based on a literature study and tries to recognize with the use of a multiple case study if companies have a clear vision on implementing sustainable strategies in practice and which bottlenecks they might encounter during several phases. This thesis found that sustainability turned out to be a vague concept and that many companies haven’t reached a proactive phase yet. A reason for the detached attitude towards sustainability is that during the interviews it could be noticed that many companies in The Netherlands are not yet convinced of the benefits of a sustainable strategy. This research showed also that the biggest challenge for companies is ‘’resistance’’, which can be explained by employees not knowing or understanding the strategy or the way in which the company wants to implement the formulated strategy. Looking at the role of the actors, an approach should provide employees systematically knowledge and guidance on how to implement the strategy whereby communication between different levels within the organisation is an important aspect. Governments, even in recent times, do only play a limited part due to inconsistencies in their legislation. They, for example, keep investing in coal fired power stations, while this leads to an increase in the CO2 emission.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/70989
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