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Purchasing and marketing of social and environmental sustainability for high-tech medical equipment

Author

Listed:
  • Adam Lindgreen

    (HUBS - Hull University Business School - University of Hull [United Kingdom])

  • Michael Antioco

    (IÉSEG School Of Management [Puteaux])

  • David Harness

    (HUBS - Hull University Business School - University of Hull [United Kingdom])

  • Remi van der Sloot

    (TU/e - Eindhoven University of Technology [Eindhoven])

Abstract

As the functional capabilities of high-tech medical products converge, supplying organizations seek new opportunities to differentiate their offerings. Embracing product sustainability-related differentiators provides just such an opportunity. This study examines the challenge organizations face when attempting to understand how customers perceive environmental and social dimensions of sustainability by exploring and defining both dimensions on the basis of a review of extant literature and focus group research with a leading supplier of magnetic resonance imaging (MRI) scanning equipment. The study encompasses seven hospitals and one private imaging center in the Netherlands and identifies five social aspects that cover 11 indicators. The authors conduct 22 customer perception interviews with key decision-making stakeholders involved in purchasing MRI scanning equipment. Respondents find environmental and social sustainability dimensions personally relevant but professionally secondary to cost, performance, and ability to use the equipment in their organizations' physical infrastructure. Finally, incorporating a product's environmental and social credentials within the marketing of MRI scanning equipment enhances the perception of the product offering in decision-making stakeholders' minds and provides a means of differentiation.

Suggested Citation

  • Adam Lindgreen & Michael Antioco & David Harness & Remi van der Sloot, 2009. "Purchasing and marketing of social and environmental sustainability for high-tech medical equipment," Post-Print hal-02312523, HAL.
    • Handle: RePEc:hal:journl:hal-02312523
    DOI: 10.1007/s10551-008-9740-1
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    Citations

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    Cited by:

    1. Zahid, Muhammad & Rahman, Haseeb Ur & Ullah, Zabeeh & Muhammad, Ali, 2021. "Sustainability and branchless banking: The development and validation of a distinct measurement scale," Technology in Society, Elsevier, vol. 67(C).
    2. Virginia Fernández-Pérez & Antonio Peña-García, 2021. "The Contribution of Peripheral Large Scientific Infrastructures to Sustainable Development from a Global and Territorial Perspective: The Case of IFMIF-DONES," Sustainability, MDPI, vol. 13(2), pages 1-13, January.
    3. Mallen, Cheryl & Chard, Chris, 2011. "A framework for debating the future of environmental sustainability in the sport academy," Sport Management Review, Elsevier, vol. 14(4), pages 424-433.
    4. Wing Chow & Yang Chen, 2012. "Corporate Sustainable Development: Testing a New Scale Based on the Mainland Chinese Context," Journal of Business Ethics, Springer, vol. 105(4), pages 519-533, February.
    5. R. V. ShabbirHusain, 2022. "Green offering: more the centrality, greater the scepticism," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 819-834, December.
    6. Michael G. Luchs & Minu Kumar, 2017. "“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes?," Journal of Business Ethics, Springer, vol. 140(3), pages 567-584, February.
    7. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    8. Rakhshanda Khan, 2016. "How Frugal Innovation Promotes Social Sustainability," Sustainability, MDPI, vol. 8(10), pages 1-29, October.
    9. Jesse R. Catlin & Michael Gerhard Luchs & Marcus Phipps, 2017. "Consumer Perceptions of the Social Vs. Environmental Dimensions of Sustainability," Journal of Consumer Policy, Springer, vol. 40(3), pages 245-277, September.
    10. Tahniyath Fatima & Said Elbanna, 2023. "Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework," Journal of Business Ethics, Springer, vol. 183(1), pages 105-121, February.
    11. Mani, Venkatesh & Gunasekaran, Angappa & Papadopoulos, Thanos & Hazen, Benjamin & Dubey, Rameshwar, 2016. "Supply chain social sustainability for developing nations: Evidence from India," Resources, Conservation & Recycling, Elsevier, vol. 111(C), pages 42-52.

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