دانلود رایگان مقاله پایداری به عنوان یک ابزار بازاریابی

Abstract

While sustainability is an ethical issue, it is also becoming relevant from a marketing standpoint and can be particularly decisive in stakeholder relationships. Companies can approach this issue in different ways, choosing whether to publicize their good conduct or to project a responsible attitude that does not reflect what they effectively achieve. In this context,the authors propose a self-assessment matrix that identifies a better way to make sustainability a source of competitive advantage through a transparency-based approach. By way of a geological metaphor, four types of companies are presented that are distinctive based on two variables: sustainable commitment and communication. Costs and benefits are analyzed for each quadrant, as well as problems resulting from a lack of transparency. In the final section of the article, the authors discuss whether the choice to communicate sustainability can be considered ethical or whether it is only a question of business. Reflections are reported.

3. Doing the right thing: Ethics or business?

‘‘Good is something you do, not something you talk about. Some medals are pinned to your soul, not to your jacket,’’ said famous cyclist Gino Bartali (Cycling News, 2012). It is important to note that sustainability as a marketing tool can be a target of disapproval, resulting in accusations of unethical behavior via sustainability being ‘exploited’ to make profits. This approach is a simplistic way of conceiving of economic activity. Companies are in fact part of society and as such have duties toward it, beginning with respect for man and nature. The business objective cannot solely be to gain profit, but also to achieve it ethically. Ethics and economics must go hand-in-hand within a modern company that is aware of its role in society.