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Sustainable Marketing and Strategy

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".

Deadline for manuscript submissions: closed (31 August 2021) | Viewed by 72859

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Special Issue Editors


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Guest Editor
1. Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, 3810-193 Aveiro, Portugal
2. GOVCOPP, 3810-193 Aveiro, Portugal
Interests: innovation; sustainability; research methods; strategy and marketing
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Sustainable Marketing and Strategy is the theme of this Special Issue of Sustainability (MDPI). In the literature, we have seen growing evidence of how sustainability efforts are increasingly bringing significant benefits to enterprises. These benefits include increased brand awareness, as those firms that stand out tend to catch the attention of consumers who are increasingly keen to help and not hurt the environment. Consumers are thus opting for more environmentally friendly firms, which is thus a means to achieving greater competitiveness. That the sustainability theme may be seen simply as a marketing tactic has also been debated. Surely it does make strategic and marketing sense to be nice to the community, above what is required by law. Doing so, in sincere and planned efforts, will reap better returns in the age of the informed consumer. Greenwashing must be avoided at all costs, as firms will be punished for not being authentic in their social responsibility efforts. We are thus eager to receive your manuscripts along these and other topics, as the debate on climate change and about the United Nations Sustainable Development Goals in general, have had the attention of the general public for some time now. One may be eager to see how the future unfolds and to see whether private enterprise may be ushering in a new era whereby many of society’s unsolved problems may finally be eradicated or at least significantly diminished.

Dr. Manuel Au-Yong-Oliveira
Dr. Maria José Sousa
Guest Editors

References

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  2. Balsalobre-Lorente, D., Driha, O. M., Shahbaz, M., & Sinha, A. (2020). The effects of tourism and globalization over environmental degradation in developed countries. Environmental Science and Pollution Research, 27(7), 7130–7144. https://doi.org/10.1007/s11356-019-07372-4
  3. Benke, K. & Tomkins,B. (2017). Future food-production systems: vertical farming and controlled-environment agriculture. Sustainability: Science, Practice and Policy, 13(1), 13-26. doi:10.1080/15487733.2017.1394054  
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  9. Fraj-Andrés, E., Martinez-Salinas, E., Matute-Vallejo, J. (2008). A Multidimensional  Approach  to  the  Influence  of  Environmental  Marketing and Orientation on the Firm’s Organizational Performance. Journal of Business Ethics, 88(2): 263-286
  10. Hamad, A.F., Han, J.-H., Kim, B.-C., Rather, I.A. (2017). The intertwine of nanotechnology with the food industry. Saudi Journal of Biological Sciences, 25(1). doi:10.1016/j.sjbs.2017.09.004
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  13. Maignan, I., Ferrell, O.C., Ferrell, L. (2005). A  stakeholder  model  for  implementing  social  responsibility  in  marketing.  European Journal of Marketing, 39(9/10): 956-977
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  15. Poore, J. & Nemecek, T. (2018). Reducing food’s environmental impacts through producers and consumers. Science, 360(6392), 987-992. Retrieved from https://science.sciencemag.org/content/360/6392/987
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Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Sustainable marketing
  • Digital marketing for sustainable strategies
  • Marketing and big data to shape customer behavior
  • Green branding strategies
  • Marketing and corporate social responsibility
  • Marketing ethics
  • Marketing and sustainable decision-making
  • Sustainable marketing policies for a green market

Published Papers (9 papers)

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Editorial

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3 pages, 194 KiB  
Editorial
Sustainable Marketing and Strategy
by Manuel Au-Yong-Oliveira and Maria José Sousa
Sustainability 2022, 14(6), 3642; https://doi.org/10.3390/su14063642 - 20 Mar 2022
Cited by 5 | Viewed by 2906
Abstract
The theme of this Special Issue (SI) is Sustainable Marketing and Strategy, as in the literature, we have seen growing evidence of how sustainability efforts are increasingly bringing significant benefits to enterprises [...] Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)

Research

Jump to: Editorial, Other

17 pages, 1335 KiB  
Article
Sustainability in the Coffee Supply Chain and Purchasing Policies: A Case Study Research
by João F. Proença, Ana Cláudia Torres, Bernardo Marta, Débora Santos Silva, Grazielle Fuly and Helena Lopes Pinto
Sustainability 2022, 14(1), 459; https://doi.org/10.3390/su14010459 - 1 Jan 2022
Cited by 4 | Viewed by 13111
Abstract
The literature shows that companies increasingly need to become more sustainable. To achieve sustainable development, supply chain management needs to be related to sustainable business practices, which include relevant values and sustainable purchasing policies. Focusing on these principles on the topic of coffee, [...] Read more.
The literature shows that companies increasingly need to become more sustainable. To achieve sustainable development, supply chain management needs to be related to sustainable business practices, which include relevant values and sustainable purchasing policies. Focusing on these principles on the topic of coffee, this study shows the difficulties associated with this product. The study finds that coffee production is dependent on factors unrelated to management. This paper presents a case study of Delta Cafés owned by Grupo Nabeiro, a Portuguese company that shows relevant ways of achieving sustainable business methods to be incorporated in supply chain management. Our research shows a business based on sustainable, efficient handling of the food safety of its product and certification along the supply chain, as well as an adaptable purchasing policy. By reviewing the literature and information provided by the company, we confirm that the case study is a business leader in innovation, thought process, and action related to sustainability practices. Our research illustrates how business operations and culture can be explored to achieve sustainable buying processes and practices. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
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20 pages, 2876 KiB  
Article
The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community
by Lianren Wu, Jinjie Li, Jiayin Qi, Deli Kong and Xu Li
Sustainability 2021, 13(19), 11128; https://doi.org/10.3390/su131911128 - 8 Oct 2021
Cited by 12 | Viewed by 3898
Abstract
Online community marketing and social media influencer marketing have aroused the interest of many researchers and practitioners around the world. Companies building online content communities to implement community marketing and influencer marketing has become a new corporate strategy, especially in the tourism and [...] Read more.
Online community marketing and social media influencer marketing have aroused the interest of many researchers and practitioners around the world. Companies building online content communities to implement community marketing and influencer marketing has become a new corporate strategy, especially in the tourism and hotel industries in which experiential products are sold. However, based on the content community, maintaining the sustainable development of a consumer advice network composed of opinion leaders and consumers is a major challenge. This paper selects the travel content community of Qunar.com as the research object to study the role of opinion leaders in the sustainable development of corporate-led consumer advice networks (CANs). Empirical evidence based on network evolution data from 1356 “Hotel Sleep Testers” across 11 years shows that: (1) the creation and provision of information can obviously increase the probability of the relationship construction and increase the number of relationships, thus facilitating the formation of opinion leadership (OL); (2) active participation in interactions and withhigh-quality information brings greater effects; (3) the network structure variables, such as preferential attachment, structural equivalence, and similarity, can also better predict the probability of a potential relationship; and (4) reciprocity in consumer advice networks has no significant impact on the establishment of network relationships. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
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14 pages, 297 KiB  
Article
Influence of Cross-Listing on the Relationship between Financial Leverage and R&D Investment: A Sustainable Development Strategy
by Chi-Lin Yang and Jung-Ho Lai
Sustainability 2021, 13(18), 10341; https://doi.org/10.3390/su131810341 - 16 Sep 2021
Cited by 11 | Viewed by 2202
Abstract
Investment in research and development (R&D) is an important sustainable strategy for firms in developing unique products to own their differentiation and competitive advantages. Financial leverage is influential in R&D investment. However, previous studies identified different relationship between financial leverage and R&D investment. [...] Read more.
Investment in research and development (R&D) is an important sustainable strategy for firms in developing unique products to own their differentiation and competitive advantages. Financial leverage is influential in R&D investment. However, previous studies identified different relationship between financial leverage and R&D investment. This study revisits this puzzle from a unique perspective that targets firms undertaking international cross-listings. This specification allows us to test whether firms are willing to prioritize R&D funding when debt capacity is enhanced. This is a new perspective that has never been explored in the relationship between debt financing and R&D investment. We find that the launch of cross-listing significantly increases the level of firm financial leverage, which is followed by a significant increase in corporate investment in R&D. The aggressive strategy of cross-listing firms that enhance financial leverage to support more investment in R&D further significantly influences their industrial rivals to increase investment in R&D as a responding strategy. Overall, these results show that firms exploit the timing of international cross-listing to increase their leverage to further fund R&D, which also stimulates an intra-industry contagion effect. Our findings suggest a new viable path for funding R&D that carries important implications for corporate sustainability. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
16 pages, 269 KiB  
Article
The Determinants of Global Expansion: A Study on Food and Beverage Franchisors in Malaysia
by Nurul Ashykin Abd Aziz, Mohamad Rohieszan Ramdan, Nik Syuhailah Nik Hussin, Zuraimi Abdul Aziz, Juliana Osman and Hasif Rafidee Hasbollah
Sustainability 2021, 13(18), 10328; https://doi.org/10.3390/su131810328 - 16 Sep 2021
Cited by 13 | Viewed by 7545
Abstract
In the past decade, franchising has become a well-known platform for business expansion. Various strategies have been employed by franchisors in expanding their business into the global market. However, few studies have assessed the determinants that can be adopted by the franchisors in [...] Read more.
In the past decade, franchising has become a well-known platform for business expansion. Various strategies have been employed by franchisors in expanding their business into the global market. However, few studies have assessed the determinants that can be adopted by the franchisors in bringing value as well as opening up opportunities for global market expansion. This study aims to explore the determinants of global expansion based on Malaysian franchisors’ experience. A qualitative research approach was adopted through various case studies with ten franchisors from the food and beverage industry in Malaysia. In-depth interviews were carried out to explore this topic. Thematic analysis was performed through the “Atlas.ti” software package version 9.0, which was also used in analyzing the data. The findings indicated that there are four themes, and nine sub-themes were discovered from the grounded data. The franchisors agreed that franchise brand, business location, product, advertising, and promotion were able to influence franchisors in designing strategies for global expansion. The data were also able to provide an in-depth understanding of the determinants for global expansion that can be undertaken as a guide to prospective franchisors who want to start exploring the global market. These results are expected to assist the government as well as the agencies involved with franchising in improving related policies, strategies and programmes. Thus, it is important to understand these determinants in order to survive in a competitive global market. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
21 pages, 655 KiB  
Article
Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of Employees
by Patrícia Alves, Vasco Santos, Isabel Reis, Filipa Martinho, Domingos Martinho, Marta Correia Sampaio, Maria José Sousa and Manuel Au-Yong-Oliveira
Sustainability 2020, 12(23), 9993; https://doi.org/10.3390/su12239993 - 29 Nov 2020
Cited by 23 | Viewed by 12593
Abstract
In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more [...] Read more.
In a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee’s affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
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16 pages, 480 KiB  
Article
Developing a Wine Experience Scale: A New Strategy to Measure Holistic Behaviour of Wine Tourists
by Vasco Santos, Paulo Ramos, Nuno Almeida and Enrique Santos-Pavón
Sustainability 2020, 12(19), 8055; https://doi.org/10.3390/su12198055 - 29 Sep 2020
Cited by 24 | Viewed by 4653
Abstract
This study develops a scale to measure wine tourism experiences and was tested in Portugal, in two of the main wine tourism centres: Porto and Madeira. The wine experience scale combines experience traits with the traditional approach to scales related to wine tourism. [...] Read more.
This study develops a scale to measure wine tourism experiences and was tested in Portugal, in two of the main wine tourism centres: Porto and Madeira. The wine experience scale combines experience traits with the traditional approach to scales related to wine tourism. The development of the scale follows the most recognised validated procedures. Data were collected from a total of 647 international wine tourists in the wine cellars of the two main fortified wine tourism regions visiting areas: Porto and Madeira. Structural equation modelling (SEM-AMOS) was used as the main analysis and validation tool. The resulting 18-item wine experience scale comprises four major dimensions: (1) Wine storytelling, (2) wine tasting excitement, (3) wine involvement, and (4) winescape. All these showed reliable and validated indicators. This new scale presents a valid new tool to better measure and evaluate experiences in a wine tourism setting. This study offers a broad range of use for academics, managers, planners, and practitioners. It shows how a new measurement tool focused on the wine tourism experience in terms of several outcomes and applications, addressing important practical managerial implications, can have an impact on academic research. Most previous tourism scales still fail to measure the specifics of wine settings. This is the first scale that comprises the dimensions of experience with wine senses, applied in a relevant wine destination where research is still limited. The results are relevant in boosting the increasingly recognized awareness of Portugal as wine tourism, as well as bringing experience scales to the body of knowledge. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
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18 pages, 1055 KiB  
Article
New Ways of Working and the Physical Environment to Improve Employee Engagement
by Luis Duque, Renato Costa, Álvaro Dias, Leandro Pereira, José Santos and Nelson António
Sustainability 2020, 12(17), 6759; https://doi.org/10.3390/su12176759 - 20 Aug 2020
Cited by 52 | Viewed by 7560
Abstract
Employee engagement is becoming an increasingly essential factor in organizational competitiveness. Although employee engagement is an extensively researched topic, the roles of new ways of working and physical environment factors are still under exploited. As such, this study examines the relationship between physical [...] Read more.
Employee engagement is becoming an increasingly essential factor in organizational competitiveness. Although employee engagement is an extensively researched topic, the roles of new ways of working and physical environment factors are still under exploited. As such, this study examines the relationship between physical environment factors, the dimensions that integrate new ways of working, and employee engagement. Survey data with 126 respondents are analyzed using structural equation modeling. The findings indicate a positive significant relationship between the physical environment factors and work engagement. Furthermore, this relation is mediated by four facets regarding new ways of working. The results also indicate that, for the group where facilities were not modified, the new ways of working are a stronger predictor of work engagement when compared with the group where facilities were modified. These findings extend existing knowledge on the antecedents of employee engagement, namely physical environment factors and new ways of working. Another important contribution is related to the mediating role of several facets of new ways of working in the relationship between physical environmental factors and employee engagement. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
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Other

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22 pages, 5745 KiB  
Systematic Review
Employer Branding as a Talent Management Tool: A Systematic Literature Revision
by Isabel Reis, Maria José Sousa and Andreia Dionísio
Sustainability 2021, 13(19), 10698; https://doi.org/10.3390/su131910698 - 26 Sep 2021
Cited by 25 | Viewed by 14816
Abstract
The aim of this paper is to present a systematic literature revision (SLR) that shows the relationship between the concept of employer branding (EB) and talent management (TM). Based on the EB model proposed by Backhaus and Tikoo in 2004, and the macro-contingent [...] Read more.
The aim of this paper is to present a systematic literature revision (SLR) that shows the relationship between the concept of employer branding (EB) and talent management (TM). Based on the EB model proposed by Backhaus and Tikoo in 2004, and the macro-contingent model for talent management introduced in 2019 by King and Vaiman, we intend both to analyse the theory correlating the EB concept and TM, and to identify TM dimensions that are reflected on the EB concept. A systematic literature revision was carried out using the Preferred Reporting Items for Systematic Reviews (PRISMA) protocol in order to identify and sum up the most relevant studies of the last 10 years concerning these topics. Findings show that scientific literature on the subject grew considerably in the last four years, reflecting the rising concern over the creation of an employer brand at the organisational level. EB explores talent attraction and retention particularly, though, unexpectedly, is also becoming a concept explored by nations to attract a qualified workforce. Analysing selected articles, we may conclude that EB is clearly considered as a tool within the largest process of talent management. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy)
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