Brand Sustainability Transformation in Carbon-Intensive B2B Industries
How to Bridge the Gap between Reputation and Reality
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Beschreibung
Over the last decades, climate change has significantly increased the awareness of sustainable business practices. Consequently, companies are under growing pressure to implement sustainability measures and to take responsibility for the environment. While the focus has been on B2C companies, attention is increasingly shifting to companies in the B2B sector, as their activities have a particularly high environmental impact. To remain competitive, these companies must not only integrate sustainability into their operational practices but also make it an integral part of their brand. However, the credibility of sustainability efforts is often perceived as questionable, especially for companies in CO2-intensive industries, creating a gap between perceived and actual sustainability. As a result, business opportunities remain untapped, making corporate sustainability investments less economically viable. While the economic significance of sustainability in brand management has been extensively studied, this book identifies a lack of holistic approaches to the sustainability transformation of brands in B2B, particularly those in CO2-intensive industries. To address this research gap, three studies have been conducted as part of this book.
The findings reveal that a transparent handling of the past and fundamentally reshaping the business model are essential for successfully achieving a brand sustainability transformation in these challenging industries.
Over the last decades, climate change has significantly increased the awareness of sustainable business practices. Consequently, companies are under growing pressure to implement sustainability measures and to take responsibility for the environment. While the focus has been on B2C companies, attention is increasingly shifting to companies in the B2B sector, as their activities have a particularly high environmental impact. To remain competitive, these companies must not only integrate sustainability into their operational practices but also make it an integral part of their brand. However, the credibility of sustainability efforts is often perceived as questionable, especially for companies in CO2-intensive industries, creating a gap between perceived and actual sustainability. As a result, business opportunities remain untapped, making corporate sustainability investments less economically viable. While the economic significance of sustainability in brand management has been extensively studied, this book identifies a lack of holistic approaches to the sustainability transformation of brands in B2B, particularly those in CO2-intensive industries. To address this research gap, three studies have been conducted as part of this book.
The findings reveal that a transparent handling of the past and fundamentally reshaping the business model are essential for successfully achieving a brand sustainability transformation in these challenging industries.
Autor*in
Oliver Brockschmidt
Themen in »Brand Sustainability Transformation in Carbon-Intensive B2B Industries«
CO2-intensive industries corporate reputation Schema Theory branding brand management brand transformation perception gap communication strategy corporate brand management sustainability perception Sustainability Communication Transformation Strategy Value Chain B2B Marketing Sustainable Brands