How corporate marketing strategy can leverage the UN 2030 Sustainable Development Goals (SDGs)

• Autor(a) principal: Mendes, Alexandra Catarino
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24941
• topic: Desenvolvimento sustentável -- Sustainable development; Corporate sustainability; Marketing strategy; Sustentabilidade corporativa; Estratégia de marketing

Sustainability is highly valued nowadays due to the surroundings of social and environmental pressure and concern over the past few years, such as the United Nations also suggested goals to make prosperity beneficial to all. Thus, Sustainable Development Goals (SDGs) for 2030 recognise the crucial role of companies through corporate sustainability (CS). However, the biggest question by academics and by experts resulting in the research purpose of this work is how to integrate sustainability into the marketing strategy in the micro level to contribute to sustainable development, going beyond knowing marketing importance in this matter. This paper develops a qualitative approach through data collected from marketing directors and heads of marketing to respond about business marketing strategies used to enhance sustainability, marketing importance and its challenges and how to improve towards sustainable development. In findings it is verified a crucial marketing view with product related matters as solutions, external pressure and communication as a relevant tool. There is a marketing strategy role in changes with tactics. Issues as consumption, processes and others in creating sustainable value for everyone are a current challenge. In the end, this matter needs more studying efforts, ideally from academics and professionals together.