ISM AND ISEG MBA - Développement durable

Recommendations

Info

Recommendations As the environment and its protection become increasingly important to the consumer, all companies should employ Green Marketing in their global strategy as a means of consumer seduction. Wherever possible, companies should integrate environmental consideration into both their short- term and long-term strategies, the determination of how this might be achieved being the objective of this thesis. Two important points are noted here: first that the state of the environment is likely to modify consumer purchasing habits; and second that different sectors of the community exhibit varying levels of involvement in environmental schemes, and are therefore willing to accept different degrees of sacrifice. Given this argument, it is recommended that implementation of environmental activity of a company should not only be in line with their Green communication strategy, but should also seek to achieve customer satisfaction, by tailoring its actions to avoid imposing sacrifices beyond those which the consumer is willing to accept. It is important that companies implement the most apt measures at their disposal, such as an awareness campaign, consumer involvement, partner cooperation, efficient and quantifiable measures, informative communication, etc. The environment is clearly a variable parameter which has to be considered at the centre of company global strategy. Implementation of Green Marketing has to be achieved in an institutional way (throughout the entire company), by educating and involving both the consumer and the company employee on a long-term basis, this effected by simple but efficient means. Companies must avoid underestimating the importance of this topic, because the consumer is frequently both astute and well informed on such matters. The customer will not forgive being misled; his purchasing habits have changed and he will not hesitate in abandoning one brand name for another. 108
Bibliography Books: Cathelat, B. & Libaert, T. (1992, April). In Liaisons (Ed.), La communication verte. Holliday, C. O., Schmidheiny, S. & Watts, P. (2002, August). In Greenleaf Publishing (Ed.), Walking the talk. Laville, E. (2006, March). In Village Mondial (Ed.), L’entreprise verte (2 nd ed.). Meyronneinc, J-P. (1994, January). In Association Française de Normalisation (Ed.), Le management de l’environnement dans l’entreprise. Moffatt, I. (1995, July). In Taylor & Francis Ltd (Ed.), Sustainable development: principles, analysis, and policies. Ottman, J. A., & Reilly, W. R. (2006, March). In Booksurge Llc (Ed.), Green marketing: Opportunity for innovation. Viardot, E. (2000, May). In L'Harmattan (Ed.), Ecologie et entreprise : Les leçons de l’expérience. Villeneuve, C. (2005, September). In Multimondes (Ed.), Qui a peur de l’an 2000 ? Documentation Bernard, M. & Boisvert, J. M. (1992, March). Le marketing vert. Hartman, C. L., Ottman, J. A. & Stafford, E. R. (2006, June). Avoiding Green Marketing myopia. Environment, 48 (5), 22-36. Holmes, J. D. Sustainability and the Triple Bottom. ecoOpportunities. McDonough, W. (2000). The Hannover Principles, Design for Sustainability. The World’s Fair. Hannover, Germany NGO Committee on Education (1987). Report of the World Commission on Environment and Development: Our Common Future. Oxford, Oxford University Press. Vaillancourt, J. (1998, May). Évolution conceptuelle et historique du développement <strong>durable</strong>. 109
Page 1 and 2:
ISM AND ISEG MBA Green Marketing Ho
Page 3 and 4:
4. Product review .................
Page 5 and 6:
Introduction Hardly a day passes wi
Page 7 and 8:
Part I: Green Marketing and sustain
Page 9 and 10:
give a human approach. This serves
Page 11 and 12:
Triple Bottom Line is the name give
Page 13 and 14:
It was in the 1970's that ecologica
Page 15 and 16:
Note that social and environmental
Page 17 and 18:
Ecological viability: a project is
Page 19 and 20:
The model is constructed from a thr
Page 21 and 22:
considered to fundamentally include
Page 23 and 24:
There are several types of limit. F
Page 25 and 26:
The selling price can also prove to
Page 27 and 28:
Part II: Marketing Mix Today, custo
Page 29 and 30:
ecologically sensitive business pra
Page 31 and 32:
a. New product concepts These new c
Page 33 and 34:
Life cycle of a Green Product The a
Page 35 and 36:
Eco conception is depicted by the f
Page 37 and 38:
New terminology includes such phras
Page 39 and 40:
Numerous conceptual innovations fol
Page 41 and 42:
environmental impact of a product?
Page 43 and 44:
A dynamic market for eco-labeled pr
Page 45 and 46:
The ISO 14000 family ISO14000 compr
Page 47 and 48:
The ISO 14020 series As part of its
Page 49 and 50:
Under the ISO scheme initiatives ar
Page 51 and 52:
Third, the companies have to exploi
Page 53 and 54:
The progression reflects the increa
Page 55 and 56:
The companies can add sustainable a
Page 57 and 58: the company would be called to deal
Page 59 and 60: Consequently, whatever the type of
Page 61 and 62: just by turnover. Some companies ev
Page 63 and 64: Benetton team which founded their a
Page 65 and 66: Certainly there exists a risk that
Page 67 and 68: To succeed in Green Communication,
Page 69 and 70: Internal communication related to s
Page 71 and 72: Type of company Goal sought by the
Page 73 and 74: A commitment must be made to contin
Page 75 and 76: Part III: The consumer 1. The actor
Page 77 and 78: company should not be underestimate
Page 79 and 80: The second section relates to quest
Page 81 and 82: Consequently people responding to t
Page 83 and 84: Q5 Most worrying problems Responses
Page 85 and 86: However, companies have to take gre
Page 87 and 88: answered that he does not trust Gre
Page 89 and 90: As put forward earlier, employees h
Page 91 and 92: Measures taken to reduce paper cons
Page 93 and 94: Part V: Weleda: A company heavily i
Page 95 and 96: Weleda’s marketing strategy is to
Page 97 and 98: 1993 Construction of a new product
Page 99 and 100: There are three criteria which dist
Page 101 and 102: c. Medications All Weleda medicamen
Page 103 and 104: smooth functioning of the system by
Page 105 and 106: Weleda employs specialists who are
Page 107: Conclusion Concern for the environm
Page 111 and 112: Appendixes Appendix 1: Questionnair
Page 113 and 114: Appendix 2: Answers Q1 Q2 Q3 Q4 Q5
Page 115 and 116: moins de 25 ans de 25 à 39 ans moi
show all

ISM AND ISEG MBA - Développement durable

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?