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Obtaining Credibility through Transparent Marketing - A Critical View on Eco-Labels in the B2B Industry

Zöckler, Theresa-Sophie LU and de Cicco, Maria Christina (2015) MGTN59 20151
Department of Business Administration
Abstract
The main aim of this study is to contribute to the existing gap regarding the combination of green marketing and B2B marketing. Building on this, the focus of this paper is to investigate critically the relevance of sustainability labels for products in industrial markets and to find alternative practices that companies can implemented to build up trust and obtain credibility.
The choice of the interpretivist epistemology stance guided us towards a qualitative research study. In order to address the research question, an abductive approach was selected, since it implies a continuous movement between the empirical data, related theories, and models. A Swedish tannery was selected for a case study that allowed us to gain an insight into a... (More)
The main aim of this study is to contribute to the existing gap regarding the combination of green marketing and B2B marketing. Building on this, the focus of this paper is to investigate critically the relevance of sustainability labels for products in industrial markets and to find alternative practices that companies can implemented to build up trust and obtain credibility.
The choice of the interpretivist epistemology stance guided us towards a qualitative research study. In order to address the research question, an abductive approach was selected, since it implies a continuous movement between the empirical data, related theories, and models. A Swedish tannery was selected for a case study that allowed us to gain an insight into a highly environmentally intensive B2B industry. The main data were gathered through semi- structured interviews, which were analysed according to the hermeneutic circle approach.
The research revealed approaches that can serve as alternative to product labels and allow B2B companies to attain credibility without having product labels. These alternatives are strong relationship commitment and transparent marketing strategy. (Less)
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author
Zöckler, Theresa-Sophie LU and de Cicco, Maria Christina
supervisor
organization
course
MGTN59 20151
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
7695383
date added to LUP
2015-08-18 16:36:19
date last changed
2015-08-18 16:36:19
@misc{7695383,
  abstract     = {The main aim of this study is to contribute to the existing gap regarding the combination of green marketing and B2B marketing. Building on this, the focus of this paper is to investigate critically the relevance of sustainability labels for products in industrial markets and to find alternative practices that companies can implemented to build up trust and obtain credibility.
The choice of the interpretivist epistemology stance guided us towards a qualitative research study. In order to address the research question, an abductive approach was selected, since it implies a continuous movement between the empirical data, related theories, and models. A Swedish tannery was selected for a case study that allowed us to gain an insight into a highly environmentally intensive B2B industry. The main data were gathered through semi- structured interviews, which were analysed according to the hermeneutic circle approach.
The research revealed approaches that can serve as alternative to product labels and allow B2B companies to attain credibility without having product labels. These alternatives are strong relationship commitment and transparent marketing strategy.},
  author       = {Zöckler, Theresa-Sophie and de Cicco, Maria Christina},
  language     = {eng},
  note         = {Student Paper},
  title        = {Obtaining Credibility through Transparent Marketing - A Critical View on Eco-Labels in the B2B Industry},
  year         = {2015},
}