Sustainability strategi Flashcards
Beskriv CSR
• CSR captures the dynamics of the relationship between business and society
• Core theme of CSR is to deal, interact and relate with stakeholders with an ethical approach aim to not harm or hurt any stakeholders
• CSR aims to better the condition of any stakeholders
• Exhibits both ethical behavior that organization has towards stakeholder + denotes the responsibility of an organization towards the environment and society in which it operates
• Two aspects to CSR:
o Reducing negative effects
o Increasing positive contributions
Beskriv social marketing
- Social marketing: application of commercial marketing technologies to the analysis, planning, execution and evaluation of programmes designed to influence the voluntary bvehavior of target audiences
- Social marketing is about changing behavior influencing people’s behavior
Beskriv cause-related marketing
- A marketing partnership between a business and a non-profit entity for mutual benefit
- Links a company or brand to a relevant social cause or issue
- This is especially beneficial to the non-profit because it gives them an increased ability to promote the nonprofit organization’s cause via greater financial recourses
Hvad er de langvarige fordele ved CSR?
• There are new expectations and concerns which is driving this new move towards CSR
Long term benefit drivers of CSR:
- Positive effects on company image and reputation
- Revenue increases from higher sales and market share
- Positive effects on employee motivation, retention and recruitment
- Cost savings
- CSR-related risk reduction or management
Hvad er de tre faktorer for at være international konkurrencedygtige? (The sustainable global value chain (SGVC))
In order to achieve being internationally competitive these three factors should be considered:
- Bargaining power: the type of relationship between suppliers and buyers by increasing end-client demand for sustainable products, the certification agency strengthens the position of end clients
- Product differentiation strategy: in the case of conventional global commodity chains, these strategies are rare, as the commodity business is mainly dictated by prices.
- Awareness building: should not be confused with supplier development it’s about creating common consciousness.
Hvad er fordelene ved CSR?
CSR benefits:
• CSR-induces revenue increases can come from additional sales due to increases in sales quantities, prices or margins.
• Revenue can increase as a result of:
o Better branch value
o Better customer attraction and retention
o Higher employee attraction
o Higher employee motivation and retention
Beskriv triple bottom line (TBL)
• Measures the 3 Ps of the CSR strategy:
o Planet
o People
o Profits
Hvad er trinnene til at go global?
Should we go global?
• Step 1: Go or no go global?
• Step 2: If go, which market is most attractive and offer the best opportunities?
• Step 3: Which strategy?
• Step 4: Developing marketing mix, standard or differentiated?
Consider your competitive advantage
• Does the home advantage travel overseas?
Hvilke udfordringer kan man møde ift international handel?
Protected trade: Quotas, embargos and tariffs
• Protectionism – when governments enforce rules on foreign firms to give home firms an advantage
• Import quotas – Limitations on quantities of foreign goods to reduce competition for domestic firms
• Embargo – an extreme quota that prohibits commerce and trade with a specific country altogether
• Tariffs – taxes on imported goods to give domestic firms an advantage
Hvad er det eksterne miljø?
Økonomiske, teknologiske, politiske, sociokulturelle, konkurrence
Beskriv det økonomiske miljø
The economic environment Indicators of economic health • GDP • Exchange rates • Economic infrastructure Level of economic development • GDP and standard of living • 3 basic levels of development o Lesser-developed country (LDC) o Developing country – Newly industrialized countries BRICS countries (Brazil, Russia, India, China and South Africa) o Developed country – G7 members The business cycle • The pattern of changes and fluctuations in an economy • Prosperity (boom), recession, recovery • Inflation and deflation
Beskriv det teknologiske miljø
The technological environment
• Drones
• Unmanned aerial vehicles (UAVs)
• Patents
Beskriv konkurrence miljøet
The competitive environment • Micro and macro environments • Competitive intelligence (CI) activities Competition in the microenvironment • Competition for consumers’ discretionary income • Product competition • Brand competition Competition in the macroenvironment • Market structures o Monopoly o Oligopoly o Monopolistic competition o Perfect competition
Beskriv det politiske miljø
• Local, state, national, global laws and regulations that affect businesses
• Economic sanctions
• Nationalization – when the domestic government reimburses a foreign company for its assets after taking it over
• Expropriation – when the domestic government seizes a foreign company’s assets
Regulatory constraints on trade
• Local content rules – a form of protectionism that stipulates that a certain proportion of a product must consist of components supplied by industries in the host country
Human rights issues
• Some countries deny business opportunities to foreign companies that mistreat their citizens
Beskriv det sociokulturelle miljø
The sociocultural environment
• The characteristics of people that live in a certain society and the culture that reflects the values and beliefs of the society
Demographics
• Population size
• Age
• Gender
• Ethnic group
• Income
• Education
• Occupation
• Familiy structure
• Etc
Values
• Cultural values or deeply held beliefs about what is right and what is wrong
• Collectivistic cultures
• Individualist cultures
Social norms
• Customs – norm handed down from the past that controls basic behavior
• Mores – Customs with strong moral overtone, taboo or forbidden behavior
• Conventions – norms regarding conduct of everyday life
Language
• Language barrier is an obstacle to be aware of if a company wants to enter a foreign market
Ethnocentrism
• The belief that one’s own national or ethnic group is superior to others
• Consumer ethnocentrism – consumers’ beliefs about products produced in their country cs those produced from another country
