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Marketingansätze für Greening Goliaths

In: Green Marketing 4.0

Author

Listed:
  • Andrea Grimm

    (Ferdinand Porsche FernFH)

  • Astin Malschinger

    (Ferdinand Porsche FernFH)

Abstract

Zusammenfassung Auch die Greening Goliaths verfolgen nachhaltige Zielsetzungen, aber aufgrund ihrer Größe agieren sie völlig unterschiedlich und sind daher gefordert, andere Schwerpunkte im Green Marketing zu setzen. Zudem sind die herausgefordert, sich mit spezifischen Herausforderungen wie der Widerspruchsfreiheit und mit dem Marketing-Dilemma der Goliaths auseinanderzusetzen. Sie müssen sich den Nachhaltigkeitszweck (Purpose) erst erarbeiten, den die kleinen Green Davids „natürlich“ in der DNA ihrer Marken aufweisen. Und ihr Handeln muss glaubwürdig, authentisch und transparent sein. Zudem bieten Kooperationen eine glaubwürdige Basis für ein punktuelles Nachhaltigkeitshandeln.

Suggested Citation

  • Andrea Grimm & Astin Malschinger, 2021. "Marketingansätze für Greening Goliaths," Springer Books, in: Green Marketing 4.0, chapter 0, pages 265-311, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-03698-0_11
    DOI: 10.1007/978-3-658-03698-0_11
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