Brands Under Siege
(2022) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20222Department of Business Administration
- Abstract
- Purpose: To explore how different B2B companies within the plastic industry are adapting and managing their brand under siege in regards to the environmental pressure from stakeholders.
Methodology: This study takes a qualitative research approach, combining primary and secondary data. To create an understanding of the plastic industry, three B2B companies were interviewed in order to investigate how they have responded to the environmental pressure.
Findings: The findings in this paper show that plastic companies on the B2B market are experiencing pressure from different stakeholders, such as investors, politics, media, customers, end users and internally. In addition, the paper finds that the industrial plastic companies;... (More) - Purpose: To explore how different B2B companies within the plastic industry are adapting and managing their brand under siege in regards to the environmental pressure from stakeholders.
Methodology: This study takes a qualitative research approach, combining primary and secondary data. To create an understanding of the plastic industry, three B2B companies were interviewed in order to investigate how they have responded to the environmental pressure.
Findings: The findings in this paper show that plastic companies on the B2B market are experiencing pressure from different stakeholders, such as investors, politics, media, customers, end users and internally. In addition, the paper finds that the industrial plastic companies; Trioword, Nolato and Plastic Produkter, have implemented environmental sustainability practices on different levels in their company and in their brand positioning as a response to the pressure. Further, repositioning, communication, education, employer branding, and quality have been key factors in their brand strategies to different extents.
Original/value: The research gap of this topic is narrowed as this paper provides an insight into B2B companies and gives managers a suggestion on what direction to navigate their brands towards when facing an environmental pressure from both internal and external factors.
Keywords: business-to-business (B2B), plastic industry, positioning, repositioning, communication, B2B branding, sustainability, environment, stakeholders
Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9102428
- author
- Melchior Eide, Julie LU ; Edlund, Louise LU and Nordgren, Alice LU
- supervisor
- organization
- alternative title
- A qualitative case study exploring how B2B brands in the plastic industry are navigating their brand on an eco-conscious market
- course
- BUSN21 20222
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- business-to-business (B2B), plastic industry, positioning, repositioning, communication, B2B branding, sustainability, environment, stakeholders
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9102428
- date added to LUP
- 2022-11-08 11:21:03
- date last changed
- 2022-11-08 11:21:03
@misc{9102428,
abstract = {{Purpose: To explore how different B2B companies within the plastic industry are adapting and managing their brand under siege in regards to the environmental pressure from stakeholders.
Methodology: This study takes a qualitative research approach, combining primary and secondary data. To create an understanding of the plastic industry, three B2B companies were interviewed in order to investigate how they have responded to the environmental pressure.
Findings: The findings in this paper show that plastic companies on the B2B market are experiencing pressure from different stakeholders, such as investors, politics, media, customers, end users and internally. In addition, the paper finds that the industrial plastic companies; Trioword, Nolato and Plastic Produkter, have implemented environmental sustainability practices on different levels in their company and in their brand positioning as a response to the pressure. Further, repositioning, communication, education, employer branding, and quality have been key factors in their brand strategies to different extents.
Original/value: The research gap of this topic is narrowed as this paper provides an insight into B2B companies and gives managers a suggestion on what direction to navigate their brands towards when facing an environmental pressure from both internal and external factors.
Keywords: business-to-business (B2B), plastic industry, positioning, repositioning, communication, B2B branding, sustainability, environment, stakeholders
Paper type: Research paper}},
author = {{Melchior Eide, Julie and Edlund, Louise and Nordgren, Alice}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Brands Under Siege}},
year = {{2022}},
}