Social and Sustainability Marketing
A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science
"... an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production."
-- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK
Experts in the field of economics, management science, and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however, the level of existing literature and availability of teaching cases reflect a dearth of real case studies, especially those focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities.
Currently, marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles, such as social marketing, green marketing, and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies, collections of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to marketing professionals, students, and educators across the world.
The main objective of this case book is to understand the applicability of marketing science (marketing for social good context, such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition, it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era, as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses.
Table of Contents
Foreword. Acknowledgments. About the Editors. Contributors. Section I An Overview of Social and Sustainability Marketing. Chapter 1 Empowering Marketing Organizations to Create and Reach Socially Responsible Consumers for Greater Sustainability. Section II Advances in Knowledge of Social and Sustainable Marketing: Understanding Sustainability Marketing. Chapter 2 The Sustainability Marketing Framework: A Tool for Teaching and Learning about Sustainability Marketing. Chapter 3 Cascades: What Is It and How Did It Reach Sustainability in a Highly Competitive Sector? Chapter 4 Sustainability Marketing in Contending for the Position of the European Capital of Culture (ECoC). Chapter 5 Cool Branding for Indian Sustainable Fashion Brands. Chapter 6 Personal Experience of Sustainability Practices and Commitment toward Corporate Sustainability Initiatives: Reflections of Sri Lankan Marketing Professionals. Section III Advances in Knowledge of Social and Sustainable Marketing: Sustainable Consumption and Consumer Behavior. Chapter 7 Evolving Prosumer Identity in Sustainable Consumption: Deconstructing Consumer Identity. Chapter 8 Sustainable Practices and Responsible Consumption by the Hotel Industry: The Consumers’ Perspective. Chapter 9 How Does Sustainability Affect Consumer Satisfaction in Retailing? Chapter 10 Bridging the Intention–Behaviour Gap in Second-Hand Clothing. Section IV Advances in Knowledge of Social and Sustainable Marketing: Understanding Sharing Economy and Marketing. Chapter 11 Sustainability through Sharing Farm Equipment: A Research Agenda. Section V Advances in Knowledge of Social and Sustainable Marketing: Understanding Social Marketing. Chapter 12 Wroclaw: Transforming a City towards a Circular Economy-Zero Waste Social Marketing Campaign in Poland. Chapter 13 Influencing Sustainable Food-Related Behaviour Changes: A Case Study in Sydney, Australia. Section VI Advances in Knowledge of Social and Sustainable Marketing: The Power of Online Consumer Reviews. Chapter 14 Enforcing Brands to Be More Sustainable: The Power of Online Consumer Reviews. Chapter 15 Leveraging Social Media to Create Socially Responsible Consumers. Section VII Advances in Knowledge of Social and Sustainable Marketing: Addressing Global Crises. Chapter 16 Management of Shocking Global Crises: The Use of Public Marketing 4.0 within a Social Responsibility and Sustainability Approach. Section VIII Advances in Knowledge of Social and Sustainable Marketing: Understanding the Benefits of Sustainability Reporting Practices by Social Enterprises. Chapter 17 Assessing Sustainable Outcomes of Reporting Practices by Social Enterprises. Section IX Advances in Knowledge of Social and Sustainable Marketing: Safeguarding against Unsocial and Irresponsible Customers. Chapter 18 Unsocial and Irresponsible Behaviour: What Happens When Customers Lie? Section X Pedagogical Directions and Best Practices: Imparting Social and Sustainability Marketing Competencies. Chapter 19 Case Method as an Effective Pedagogical Tool: Some Insights for Better Learning Outcomes for Social and Sustainability Marketing Educators. Section XI Selected Case Studies to Reflect on Practice and Use as Learning Tools: Case Studies from Emerging Economies. Chapter 20 From Skin Whitening to Skin Brightening and, Now, Skin Glowing: How L’Oréal Sustains Its Skincare Line from Colourism and Genderism to Racism and Classism. Chapter 21 Fashion Accessory Brand Development via Upcycling of Throwaway Clothes: The Case of Chapputz. Chapter 22 Sustainable Marketing in China: The Case of Monmilk. Chapter 23 Nurpu: A Dream towards a Sustainable Handloom Weaving Society. Chapter 24 Social and Sustainability Marketing: Secure Meters: The Dharohar Case. Section XII Selected Case Studies to Reflect on Practice and Use as Learning Tools: Case Studies from Emerging Economies (Complex and/or Long). Chapter 25 Saheli: The Zero-Side-Effect Pill—Marketing of Oral Contraceptives in the Context of Sexual Education to Create Socially Responsible Consumers. Chapter 26 Much Needed ‘Pad Man’ for Indian Females to Be Dignified: A Case Study on Period Poverty. Section XIII Selected Case Studies to Reflect on Practice and Use as Learning Tools: Sustainability Marketing in the NFL. Chapter 27 Sustainability Marketing in the National Football League (NFL): The Case of the Philadelphia Eagles. Chapter 28 Leave It: Upskilling a Dog Owning Community. Chapter 29 Coexisting: The Role of Communications in Improving Attitudes towards Wildlife. Chapter 30 Closing the Confidence Gap in STEM: A Social Marketing Approach to Increase Female Retention. Chapter 31 GlobalGiving and Performance Metrics. Chapter 32 Co-Creating and Marketing Sustainable Cities: Urban Travel Mode Choice and Quality of Living in the Case of Vienna. Section XIV Selected Case Studies to Reflect on Practice and Use as Learning Tools: Case Studies from Developed Economies (Complex and/or Long). Chapter 33 Positioning a Company in the Chemical Industry as a Sustainability Driver. Chapter 34 Social and Sustainability Marketing and the Sharing Economy in the Coffee Shop Culture. Section XV Selected Case Studies to Reflect on Practice and Use as Learning Tools: Global Case Studies. Chapter 35 Hilton Faces Greenwashing Challenge. Chapter 36 MGM’s Dilemma in Responsible Gaming Program. Index.
Jishnu Bhattacharyya received his engineering education from the Maulana Abul Kalam Azad University of Technology in West Bengal, India, where he earned a Bachelor of Technology in Electrical and Electronics Engineering. He holds a Master of Business Administration from the Indian Institute of Information Technology and Management Gwalior, India. Prior to the Ph.D., he has worked in a scientific research position at the Indian Institute of Technology (IIT) Delhi, India. Before moving to the University of Nottingham's Ph.D. in Marketing, he participated in research coursework at the Indian Institute of Management Kozhikode, India. He has also served as a visiting consultant (research) for a social science research project. In the past, he was engaged in short-term research projects at the IIT Indore, India, and the IIT Delhi, India, in the capacity of visiting students. With an interdisciplinary background, he is actively engaged in research and interested in marketing science.
He enjoys asking practically-motivated and theoretically-inspired questions along several inter-related research streams, including but not limited to sustainability communication, socially responsible consumption, social marketing, and disruptive technologies in Marketing, particularly Artificial Intelligence. He often takes inspiration from the natural sciences in marketing research. He is passionate about the value of integrating research into teaching and bringing positive social change through the art and science of marketing. He has won awards for his academic and research excellence, including the best paper award. He serves as a reviewer for many leading marketing and business management journals. He has co-edited two books, co-authored a book, and published journal articles and case studies.
Dr Manoj Kumar Dash has published more than 67 research paper in various journals of International and National repute. He is the author of five research books in International repute titled “Applying Predictive Analytics in Service Sector” , “Intelligent Techniques and Modeling Applications in Marketing Analytics”, and “Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing” all published in IGI Global USA , “Applied Demand Analysis” and “Think New-Think Better: A case study of Entrepreneurship” published by Serial publication India and two text book on “Managerial Economics” published by Global Professional Publication United Kingdom, and edited five books till date. Beside regular faculty in Indian Institute of Information technology and Management Gwalior, he is also visiting faculty in Indian Institute of Management Indore Adjunct faculty in Lancaster University United Kingdom, visiting professor at Symbiosis Institute of Operation Management Nashik and G D Goenka World institute Gurgaon. He had conducted 26 Faculty Development Pogremame sponsored by AICTE, MHRD and IIITM on Multivariate Analysis, Econometrics, Research Methodology, Multi-Criteria Optimisation, Multivariate analysis in Marketing, SPSS software etc. He delivered lecture as resource person and Key note speaker in 67 pogramme organised by reputed institute in India, i.e;, Indian Institute of Management Lucknow, IIITM Gwalior, ITS Mohan Nagar, SIOM Nashik, Utkal University and Berhampur University Orissa etc. He was involved as Chair Member in International Conference of Arts and Science held at Harvard University, Boston (USA), Five Research scholars awarded their Ph.D Degree under his able guidance, He visited two countries USA and Cyprus for presenting paper in international conferences. He can be reached by email at [email protected]
Dr. Chandana Hewege holds a PhD in Management from the Monash University, a Master of Business Administration Degree and a BSc.(Bus Admn) Honours Degree from the University of Sri J'pura, Sri Lanka. Chandana's academic and professional experiences are predominantly centered on teaching, research and industry consultancy. He has published about 45 referred research papers and referred conference papers. Chandana's academic research encompasses a wide spectrum of research areas such as corporate social responsibility, management controls of transitional economies, marketing, logistics, international business and research methodology. Chandana is accredited as a teacher in higher education by the Staff Education and Development Association, United Kingdom (SEDA, UK). He possesses about 20 years of teaching experience undergraduate and postgraduate, and local as well as overseas.
Chandana has won several awards for his academic and research excellence, including the best critical literature review award, Department of Management, Monash University; Emerald Literati Award-Social Responsibility Journal 2017; the Teaching Execellence Award by the Faculty of Business & Law, Swinburne University of Technology: the best reviewer 2007 award, Contemporary Management Research Journal; and the best student Gold Medal award, Department of Business Administration, University of Sri Jayewardenepura, Sri Lanka. Chandana served the Australian Business Deans Council (ABDC) journal ranking panel in 2013 for Marketing,Tourism, Logistics and commercial services research areas.
Dr. Sathyaprakash Balaji Makam (M S Balaji) is an Associate Professor in Marketing at Nottingham University Business School China (NUBS). Prior to joining NUBS on September 2015, he held a Lecturer (research) position at Taylor's Business School, Taylor's University, Malaysia, and Assistant Professor position at IBS Hyderabad, IFHE University, India. He was a visiting research scholar at Whitman School of Management, Syracuse University, USA between August 2007 and July 2008. Prior to the academic career, he worked in the Healthcare Industry for more than 3 years in India. Dr. Balaji has published his research in leading marketing and business management journals including Journal of Business Research, European Journal of Marketing, Information and Management, International Journal of Hospitality Management, Journal of Services Marketing, Service Industries Journal and others. He received the AIMS-IMT Outstanding Young Management Researcher Award in 2012 for his research contributions. He serves as a reviewer for many leading marketing and business management journals. He servings as an Associate Editor of Asia Pacific Journal of Business Administration and in Editorial Advisory Board, International Journal of Contemporary Hospitality Management. He can be reached at [email protected]
Professor Lim Weng Marc is an Adjunct Professor of Swinburne Business School at Swinburne University of Technology Australia and a Professor and the Head of School of Business at Swinburne University of Technology Sarawak. Both campuses offer AACSB-accredited business degrees. He holds a doctorate in business and economics from Monash University and post-doctorate certificates in leadership and pedagogy from Cornell University and Harvard University. His research interests include business, consumer, and government research. He has published in numerous A*/A-ranked journals such as European Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Business and Industrial Marketing, Journal of Retailing and Consumer Services, Journal of Strategic Marketing, Marketing Intelligence and Planning, and Marketing Theory, among others. He has also presented his work and led high-level policy discussions at the United Nations Educational, Scientific and Cultural Organization and the World Economic Forum. Contact: @limwengmarc on Instagram and Twitter or his personal homepage at https://www.wengmarc.com. He can be reached at [email protected] or [email protected]
This text is an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. Such a balance of Northern and Southern perspectives has been lacking to date. The editors should be congratulated for this compilation which should be essential reading for the discerning student of sustainable consumption and production.
-- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK