MODELO DE SUSTENTABILIDADE DE MARKETING: CONCEPTUALIZAÇÃO E APLICAÇÃO NO SETOR INDUSTRIAL
Palavras-chave:
PALAVRAS-CHAVE, Sustentabilidade. Marketing. Gestão. Cidadania ecológica. Marketing ecológico.Resumo
RESUMO
A necessidade de integração de sustentabilidade em marketing será discutida ao longo deste trabalho através de uma nova conceptualização de marketing, visando o desenvolvimento de um modelo de sustentabilidade de marketing. Nos últimos cinquenta anos os estudos de marketing tem se voltado para os problemas ambientais, embora questões inerentes à escassez de recursos, super consumo, aumento da desigualdade e injustiça venham sendo negligenciadas. É desconhecido na literatura de marketing, histórias sobre a integração de iniciativas ambientais com equidade, justiça social ou com o redesenho das instituições econômicas. O progresso sobre questões ambientais em marketing tem se limitado a visões sem profundeza, focando apenas no enverdeamento de algumas áreas, influenciando muito pouco o papel individual das pessoas. Este trabalho explora um modelo de sustentabilidade de marketing como um conceito de gestão corporativa e identifica o seu valor através de enfoque ampliado na gestão das empresas, considerando as dimensões econômica, ambiental, social, cidadania ecológica e de tecnologia da informação (TI). Propõe a integração de dois paradigmas de gestão - marketing e desenvolvimento sustentável - como orientação de marketing sustentável. O valor do modelo conceitual de sustentabilidade de marketing foi confirmado e avaliado empiricamente em três empresas do setor industrial.
PALAVRAS-CHAVE: Sustentabilidade. Marketing. Gestão. Cidadania ecológica. Marketing ecológico.
ABSTRACT
The need for integration of sustainability in marketing will be discussed throughout this work through a new conceptualization of marketing, aiming the development of a sustainability marketing model. Over the past fifty years, marketing studies have focused on environmental problems, although issues of resource scarcity, overconsumption, inequality and injustice are being neglected. It is unknown in the marketing literature, stories about the integration of environmental initiatives with equity, social justice or with the redesign of economic institutions. Progress on environmental issues in marketing has been limited to visions without depth, focusing only on the greening of some areas, influencing very little the individual role of people. This work explores a sustainability marketing model as a concept of corporate management and identifies its value through an expanded approach in the management of companies, considering the economic, environmental, social, ecological citizenship and Information Technology (IT) dimensions. It proposes the integration of two management paradigms - marketing and sustainable development - as a sustainable marketing orientation. The value of the conceptual model sustainability marketing model was empirically confirmed and evaluated in three companies in the industrial sector.
KEYWORDS: Sustainability. Marketing. Management. Ecological citizenship. Ecological marketing.
Referências
REFERÊNCIAS BIBLIOGRÁFICAS
AKKUCUK, U. Handbook of Research on Developing Sustainable Values in Economics, Finance and Marketing. IGI Global, Hershy PA, 2015.
BAUMGARTNER, R. J. Critical perspectives of sustainable development research and practice. Journal of Cleaner Production, v.19, n.8, p.783-786, 2011.
BELZ, F-M. & PEATTIE, K. Sustainability Marketing: A Global Perspective. Chichester: Wiley. 2009.
DOBSON. Citizenship and the Environment, Oxford University Press, Oxford; New York, 2003.
EHRENFELD, J. Industrial Ecology: A Framework for Product and Process Design. Journal of Cleaner Production, 5(1-2), 87-95. 1997.
EISENHARDT, K. Building Theories From Case Study Research. Academy of Management Review, 14(4), 532-550. 1989.
FULLER, D. A. Sustainable Marketing: Managerial - Ecological Issues. Thousand Oaks, CA: Sage, 1999.
EMERY, B. Sustainable Marketing. Harlow: Pearson. 2012.
FISK, G. Marketing and the ecological crisis. New York: Harper and Row. 1974.
GARTNER. Gartner Estimates ICT Industry Accounts for 2 Percent of Global CO2 Emissions. 2007. Disponível em: http://www.gartner.com/newsroom/id/503867.
GLÄSER, Jochen; LAUDEL, Grit. Experteninterviews und qualitative Inhaltsanalyse. UTB, 2004.
GODOY, Arilda S. Introdução à Pesquisa Qualitativa e suas Possibilidades, In. Revista de Administração de Empresas, v. 35, n. 2, p. 57-63, mar./abr., 1995.
GREENPEACE 2005 Climate Change: Home Greenpeace Australia Pacific. Disponível em: http://www.greenpeace.org.au/climate/index.html.
GRI. Sustainability Reporting Guidelines. Retrieved 28.12.2016, from Global Reporting Initiative. 2011.
GRONROOS, C. In Search of a New Logic for Marketing. Foundations for Contemporary Theory, Wiley, Chichester. 2007.
HACKEY, C. Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies. Journal of Marketing Management, vol. 25 (7-8). 2009.
HARPER & PEATTIE. Tracking the influence of the first special journal issue on 'Green Marketing': A citation network analysis. Social Business, vol.3(1): 239-261. 2011.
HENION, K. E. & KINNEAR, T. C. Ecological marketing. Columbus, Ohio: American Marketing Association. 1976.
HUNT, S. D., & LAMBE, C. J. Marketing's Contribution to Business Strategy: Market Orientation, Relationship Marketing and Resource Advantage Theory. International Journal of Management, 2(1), p. 17-27. 2000.
HUNT, S. Sustainable marketing, equity and economic growth: a resource advantage, economic freedom approach. Journal of the Academy of Marketing Science, 39, 7-20. 2011.
IHLEN, O. & ROPER, J. Corporate reports on sustainability and sustainable development: ’We have arrived’. Sustainable Development. 22, 42-51. 2014.
KILBOURNE et al. Sustainable Consumption and the Quality of Life: A micromarketing challenge to the dominant social paradigm. Journal of Macromarketing. 1997.
KIRCHGEORG, M.; WINN, M. Sustainability marketing for the poorest of the poor. Business Strategy and the Environment. vol. 15:171-184, 2006.
KOHLBACHER, F. The Use of Qualitative Content Analysis in Case Study Research. FQS Forum: Qualitative Social Research, vol.7, no 1, 2006.
KORHONEN, J. Industrial Ecology in the Strategic Sustainable Development Model: Strategic Applications of Industrial Ecology. Journal of Cleaner Production, 12(8-10), 809-823. 2004.
KOTLER, P. “A generic concept of marketing”. Journal of Marketing, vol. 36, n. 2, pp. 46-54. 1972.
LATTA, P. Alex. Locating democratic politics in ecological citizenship. Environmental Politics, vol. 16, n. 3, p. 377-393. 2007.
LIM, W.M. A blueprint for sustainability marketing: defining its conceptual boundaries for progress. Marketing Theory, 16(2): 232-249, 2015.
______.; TING, D.H. Green marketing: issues, development and avenues for future research. International Journal of Global Environmental Issues, v.11(2): 139-56, 2011.
MACGREGOR, S. No Sustainability without Justice: A Feminist Critique of Environmental Citizenship, in A Dobson & D Bell (eds), Environmental Citizenship, 2006.
MCDONAGH, P. PROTHERO, A. Sustainability marketing research: past, present and future. Journal of Marketing Management, vol. 30(11-12): 1186-1219. 2014.
MOON, CRANE, & MATTEN. Can Corporations Be Citizens? Corporate Citizenship as a Metaphor for Business Participation in Society. Business Ethics Quarterly, vol. 15, Issue 3. 2005.
MORGAN, G., & SMIRCICH, L. The Case of Qualitiative Research. Academy of Management Review, 5 (4). p.49. 1980.
NASH, N. & LEWIS, A. Overcoming Obstacles to Ecological Citizenship: The Dominant Social Paradigm and Local Ambientalism. In, Andrew Dobson and Derek Bell (eds.), Environmental Citizenship. Cambridge, MA: The MIT Press, 2006. p. 174.
NEUMAN, W. L. Social Research Methods. Needham Heights, MA: Allyn and Bacon. 2000.
NÓBREGA, C. V. Privacidade de informação pessoal na internet na percepção dos e-consumidores. Dissertação de Mestrado. Universidade Federal da Paraíba, Joao Pessoa, 2005.
PEATTIE, S. & K. PEATTIE. Social marketing for a sustainable environment. In Reisch & Thøgersen. Handbook of Research on Sustainable Consumption.Edward Elgar Publishing. 2011
PEATTIE, K. & CRANE, A. Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal. vol. 8, no. 4, p. 357-370. 2005.
PEATTIE, K. Towards sustainability: the third age of green marketing. The Marketing Review, 2, 129-146. 2001.
PERRY, C. Processes of a Case Study Methodology for Postgraduate Research in Marketing. European Journal of Marketing, 32(9/10), p. 785-802. 1998.
RAINEY, D. L. Sustainable Business Development. Cambridge: Cambridge University Press, 2006.
RODRIGUES FILHO, J.; Archer, N. The challenges of implementing e-health for sustainability in Brazil. Forthcoming. 2017.
______.; GOMES, N.P. E-Health in Brazil: Less Care for the Poor? In Pease, W et al (ed) Biomedical Knowledge Management: Infrastructures e Processes for e-Health. IGI Global, Hershey, PA. 2010.
RODRIGUES, J. A. Marketing Ecológico e Cidadania Ecológica: Práticas compatíveis. Tese (doutorado). Universidade Federal do Rio de Janeiro, Instituto de Pesquisa e Planejamento Urbano e Regional, 2017.
STAKE, Robert E., & EASLEY, Jack A. Case studies in science education. Volume: The case reports. Volume II.- Design, overview, and general findings . Urbana, IL: Center for Instructional Research and Curriculum Evaluation, University of Illinois, 1978.
THOMPSON, G. F. Tracking Global Corporate Citizenship: Some Reflections on 'Lovesick' Companies. file:///C:/Users/Jose/Downloads/SSRN-id958014.pdf. 2006.
VAREY, Richard J. A sustainable society logic for marketing. Social Business, vol. 1, n. 1, Spring 2011, pp.69-83 (15).
WCED - World Commission on Environment and Development. Our Common Future. Oxford: Oxford University Press. 1987.
YIN, R. K. Case Study Research: Design and Methods. vol. 5. Thousand Oaks: Sage, 2009.
Downloads
Arquivos adicionais
Publicado
Como Citar
Edição
Seção
Licença
Os autores concedem à revista todos os direitos autorais referentes aos trabalhos publicados. Os conceitos emitidos em artigos assinados são de absoluta e exclusiva responsabilidade de seus autores.
