Sus.Marketing Transformations

Question 1

Describe outside-in perspective!

Answer 1

The outside-in perspective means that when an issue gets public attention it will evolve into marketing issues with or without political intervention. if it is evolved without politics then it is called direct transformation and if it is done through politics it is indirect.

Question 2

Describe inside-out perspective with figure!

Answer 2

Inside out: when companies and its representatives act as Sus. Agents and engage in an effort toward Sus. development, so they engage in so-called Mega marketing: 4p+public +politics. Look at the graphs in summaries. Important

Question 3

What is an indirect marketing transformation and what are the stages?

Answer 3

Scientific issues turn into the issue for experts then into media mass reporting and catches public attention and then it becomes a political issue and it is sometimes solved by laws and institutions or through the market-based approaches e.g cutting Co2 emission in automobile industry

Question 4

What is a direct marketing transformation and what are the stages?

Answer 4

Activists protest against sweatshops in Asia and Nike took no responsibility, so when the issue caught public attention, NIKE had to change and also other competitors had to change as well.

Question 5

What are the reactions of companies to transformations?

Answer 5

1) deny and defend the current market

2) proactive and enhance the process for Sus. (they believe in inside-out approach)

Question 6

Internal transformation is based on creating a framework for a sustainable interface, in order to start a bunch of measures such as waste elimination, reduction of emissions, redesign the commerce…

What are the three barriers of change regarding internal transformations?

Answer 6

1. Individual: lack of awareness, unwillingness to change

2.Organizational internal: Short-term perspective focusing on economic aspects, faith in Tech & market solutions

3.Organization. external: lack of consumer interest, lack of investor interest, lack of coherence in public policies

Question 7

There are four types of employees…

Answer 7

There are four types of employees:

1. defeatists: not interested in those issues but may adapt
2. active realists: high interest, not linked to monteray awards
3. conventionalists: low level of interest, potentially proactive if types to material rewards
4. non-conform idealists: highly interested and active different types, different incentives

Question 8

How can companies overcome barriers regarding internal sus. marketing transformations?

Answer 8

1. Commited CEO
2. Sus. change agent: needed at all levels of management, especially in marketing and R&D
3. Empowered employees
4. Sus. Marketing information System: information and service to provide life cycle assessment.
5. Corporate Sus. Mission: promoting a positive vision but not a cliche.
6. Sus. Incentive structures: goals should be coupled with an incentive structure

Question 9

How do companies react to external Sus.Marketing transformations? list five types

Answer 9

1.Outlaws: yet to meet prevailing legislations

2.Compliers: Minimalist approach

3.Case Makers: Sus. Development contributing to commercial success

4. Innovators: Extend the business, new territory (market development)

5. Trailblazers: Create new models for business, long term approach, involves political and public development

Question 10

What are the the ways to transform the market and shape customers wants and needs?

Answer 10

1. Choice giving: different types of products
2. Choice influencing: making consumer aware
3. Choice editing: controling or limiting the choices available to customers, e.g goverments banning products

Question 11

How does political transofrmation through Sus. businesses work?

Answer 11

Historically, bussinesses stop the acts regarding environments but in 90s they many Sustainable Business Associations formed: for ex

• World Business Council for Sustainable Development
• UN Global Compact
• American Sustainable Business Council
• European Bioplastics

can give consumers incentives to buy more sustainable products

–> lobbying is a major factor that prevents sus. actions

Question 12

how is social transformation possible?

Answer 12

Research in Sus. sector with universities, institues, and NGO companies acting pro actively e.g Lufthansa helping with atmospheric reserach or a vaccum cleaner made out of sea plastic

Question 13

Changing the political and public framework vs sustainability marketing opportunities?

Answer 13

Changing of political and public framework extends sus marketing opportunities from socio ecological problems to the customer needs and wants.