The two conceptual domains of supply chain management and sustainability have been merging in ways that highlight the importance of both how leaders view their organizations and how they manage them. Corporate social responsibility research has long since addressed the concepts of whether or not firms do and should market their social and environmental initiatives, and if they do, how to extract the largest returns on that investment. We are well aware of the concepts of greenwashing, when firms exaggerate their environmental efforts in marketing communications or now, pinkwashing when firms exaggerate their gay-friendliness, women support and progressiveness to hide their true orientations. What we know less about are the details of how managers pull all of this together. This line of thinking raises interesting research questions: In what ways do companies market or refrain from marketing their sustainability and supply chain partnering initiatives given that they could represent one of a variety of different orientations and corporate identities? Subsequently, to what extent do these marketing communications reflect authenticity, i.e., who the firm truly is? This paper reports preliminary findings from a study that explores this issue.

Leveraging a Sustainable Supply Chain Orientation in Marketing Communication

Paola Signori;
2019-01-01

Abstract

The two conceptual domains of supply chain management and sustainability have been merging in ways that highlight the importance of both how leaders view their organizations and how they manage them. Corporate social responsibility research has long since addressed the concepts of whether or not firms do and should market their social and environmental initiatives, and if they do, how to extract the largest returns on that investment. We are well aware of the concepts of greenwashing, when firms exaggerate their environmental efforts in marketing communications or now, pinkwashing when firms exaggerate their gay-friendliness, women support and progressiveness to hide their true orientations. What we know less about are the details of how managers pull all of this together. This line of thinking raises interesting research questions: In what ways do companies market or refrain from marketing their sustainability and supply chain partnering initiatives given that they could represent one of a variety of different orientations and corporate identities? Subsequently, to what extent do these marketing communications reflect authenticity, i.e., who the firm truly is? This paper reports preliminary findings from a study that explores this issue.
2019
978-3-030-02567-0
sustainability
supply chain
sustainable supply chain orientation
Marketing Communications
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/974491
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