Πράσινη μετάβαση των επιχειρήσεων : απόκτηση ανταγωνιστικού πλεονεκτήματος μέσω του green marketing
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Keywords
Βιωσιμότητα ; Green marketing ; PatagoniaAbstract
This dissertation aims to conclude that if green business development and real green marketing are coupled, it can make a business stand out over a long time. Since sustainable development is continuously evolving, this study covers the process of adding environmental concerns to corporate strategies, company brands, and involvement with stakeholders. It explores the roots of sustainability and green marketing, mentioning that there is a risk of using green techniques to swindle people, that openness inside the company is crucial, and that the pressure for ethical behavior is rising among consumers.
The research examines Patagonia Inc. in detail by looking at how it promotes sustainability in every part of its business through a special kind of green marketing. Matters such as Patagonia’s various inventions, ethical supplier practices, sustainability of its products, company governance, and activism are looked at in this analysis. It also checks whether the company can create advantages in these areas by sticking to environmental goals.
The research proves that Patagonia’s constant strategy, honest communication, and real structure offer a model that other firms can use to become more sustainable. The work concludes by making recommendations for businesses and policy makers so they can help the green transition as well as pointing out ways to study sustainability strategy and consumer behavior further.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
163Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα