Is sustainability-centered marketing the way ahead?
Norbert Bol
FEBRUARY 2, 2019
A sustainability-centered marketing strategy is not leading to superior customer-brand relationships and fi rm performance. In general this is the outcome of a recent study by Mena et al. (2019) where they have compared three marketing strategies: Market-driven strategy with a focus on customers, employees and suppliers. Stakeholder-focused strategy that includes customers, employees and suppliers but also shareholders, communities, and regulators. .
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