مقاله انگلیسی بازاریابی پایدار و خرده فروشی: دیدگاه های شرکت، محصول و فروشگاه
Abstract
Keywords
Introduction
Theoretical background
Research method
Main themes for the three perspectives
Bridging the three perspectives
Discussion and conclusions
Contributions and future research
Acknowledgement
References
ABSTRACT
This paper investigates sustainability in retailing based on three different perspectives: i) the overall corporate management, ii) the development of an attractive product range, iii) the daily in-store management and activities. The purpose is to identify a set of main themes for each perspective, investigate contradictions and areas of conflict, and discuss how to bridge the perspectives. A qualitative case study approach is applied investigating the global retailer IKEA. The study includes Sweden, Germany and the UK. The research showed that the corporate, product and store perspectives are complementary but also involve contradictions and barriers to giving a higher priority to sustainability. These concern the time perspective, the set of stakeholders considered and the overall priority. Developing goals and benefits linked to sustainability, using effective arenas for interactions and linking sustainability to the legend and culture are suggested as three bridges that may overcome the contradictions.