Corporate social resposibilty for cannon Essay Example | Topics and Well Written Essays - 2750 words

Corporate social resposibilty for cannon - Essay Example Sustainability marketing adopts business practices, which promote sustainability in various aspects. These offer a remedy to environmental problems, and include a company’s production methods, as well as products, and marketing activities, which should result in minimal or no environmental pollution and depletion of resources (Charter et al 2002). Nonetheless, sustainable marketing is beneficial to a company in many ways. Sustainability marketing helps in the optimization of the performance of a company. According to Hunt (2010), adoption of sustainable marketing gives a company a competitive advantage. This will then result in an increased financial performance of a company. Often, companies compete for a competitive advantage in resources, which will offer them a position of competitive advantage in the market, and this is achieved by adoption of sustainable marketing. ... This is because customers and businesses are not restricted to buying the brand only. These also buy the philosophies and policies of a company. Therefore, most clients will purchase from a company that prioritizes environmental, social, and ethical issues (Charter et al 2002). Sustainable marketing also helps a company to create strong relationships with its customers, employees, other companies, and the community. If a company adopts sustainable marketing, this gives it brand trust. Therefore, customers and other stakeholders will have trust in the company, thus show their loyalty to the company, and this boosts positive relationships in the company, which is important for the prosperity and sustainability of a company (Diane & Schouten 2012). Question 2 According to Belz & Peattie (2012, p.29) sustainability marketing involves â€Å". . .planning, organizing, implementing, and controlling marketing resources and programmes to satisfy customers’ wants and needs, while consi dering social and environmental criteria and meeting corporate objects.† Therefore, using the sustainability marketing framework by Belz & Peattie (2012), it is possible to evaluate how Dannon integrates different elements of sustainability marketing into its business approach. In this sustainability marketing framework, two major aspects are essential are important, and these include the consumer behaviour and socio-ecological problems. Therefore, when developing different sustainability marketing elements, Dannon had to consider the behaviour of its customers in the market, as well as the present socio-ecological problems, which are prevalent in this 21st Century, where increased globalization and technological advances are experienced (Lofdahl