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Brands Under Siege

Melchior Eide, Julie LU ; Edlund, Louise LU and Nordgren, Alice LU (2022) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20222
Department 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:
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
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}},
}