Στρατηγική βιομηχανικού μάρκετινγκ για βιώσιμη ανάπτυξη
Industrial marketing strategy for sustainable growth
AdvisorΤσόγκας, Μάρκος - Μάριος
Although there is a high correlation between CSR, significant research on the effects of CSR on consumer markets and current business practice, research on how CSR affects organizational business relationships is rare. Based on stakeholder theory, the researchers develop an empirical framework of an influence framework of a supplier's CSR commitment and the outcomes experienced by the organization's customers. This thesis distinguishes and examines the two main business theories, namely stakeholder and market orientation, as competing strategies for corporate responsibility and sustainable development. Both of these strategies place responsibility outside the business, while giving a role to either stakeholders or customers based on the strategy. Also, both of these strategies are based on assumptions associated with weak sustainability at best, which is considered insufficient to achieve sustainability in space and time. Therefore, it is suggested that a new orientation is required so that companies contribute to sustainable development by developing an industrial marketing strategy for sustainable development.