Sustainable development and its effect on the marketing planning process

✍ Scribed by Stephen J. Tinsley; Keith Melton

• Publisher: John Wiley and Sons
• Year: 1997
• Weight: 121 KB
• Volume: 4
• Category: Article
• ISSN: 0968-9427
• DOI: 10.1002/(sici)1099-0925(199711)4:3<116::aid-ema68>3.0.co;2-2

✦ Synopsis

How do companies overcome barriers to implementing a sustainable development policy? A study on the types of environmental policy adopted in six multinational companies and the effect they have had on the marketing planning process in particular, was undertaken. The various motives that drive companies to adopt environmental policies and the process of implementation were also reviewed.

The study traces, within each company, the evolution of environmental policy to the future vision of sustainable development. It also examines the effects on the marketing planning process as a consequence of this evolution. Two industries were selected to analyse whether effects on the marketing planning process were consistent across industry, were industry speci®c, or merely company speci®c.

The study has identi®ed the possibility that the marketing planning process in all the companies studied, has acted as a barrier to the acceptance or the development of a sustainable development policy. These barriers were found to be restrictive to the development of new environmental products and new business opportunities and were found not to be company or industry speci®c, but generic in nature and applicable across industries.