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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۸ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1275
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Journal of Retailing and Consumer Services
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۸ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : بازاریابی خرده فروشی و پایداری: دیدگاه های شرکت، محصول و فروشگاه
عنوان کامل انگلیسی:
Sustainability and retail marketing: Corporate, product and store perspectives
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Abstract
This paper investigates sustainability in retailing based on three different perspectives: i) the overall corporate management, ii) the development of an attractive product range, iii) the daily in-store management and activities. The purpose is to identify a set of main themes for each perspective, investigate contradictions and areas of conflict, and discuss how to bridge the perspectives. A qualitative case study approach is applied investigating the global retailer IKEA. The study includes Sweden, Germany and the UK. The research showed that the corporate, product and store perspectives are complementary but also involve contradictions and barriers to giving a higher priority to sustainability. These concern the time perspective, the set of stakeholders considered and the overall priority. Developing goals and benefits linked to sustainability, using effective arenas for interactions and linking sustainability to the legend and culture are suggested as three bridges that may overcome the contradictions.
Keywords: Sustainability, Retailing, Contrasting perspectives, IKEA
۱.Introduction
Sustainability is argued to be a primary concern for marketing and consumer research (Davies et al., 2020). Retailing is a sector where consumers interact and can be influenced in various ways. An increasing research interest is devoted to understanding the role of sustainability in retailing. (Ruiz-Real et al., 2018). It has focused on a variety of perspectives and issues. One perspective is sustainability and overall corporate strategy, and how it relates to business performance and competitiveness (Bili´nska-Reformat et al., 2019; Carroll et al., 1992). This is a central issue also addressed by a number of studies focusing on how sustainability can become an advantage for corporations (e.g. Bhattacharya et al., 2020; Marin et al., 2017; Porter and Kramer, 2006). Furthermore, there has been discussion on the role of sustainability in the development of an attractive product range, with product features that appeal to relevant customer segments (Elg and Hultman, 2016; Nilssen et al., 2019; Park and Kim, 2016). Here, there is also a focus on the distribution channel and relationships with suppliers (Bj¨orklund et al., 2016; de Brito et al., 2008). A third perspective is that of the store and employees. Earlier studies stress the staff’s perceptions of and commitment to sustainability matters (Fuentes and Fredriksson, 2016; Lee and Ha-Brookshire, 2017) and the store as an arena where sustainability is made visible and tangible to consumers (Lehner, 2015). Wilson (2015) stresses that there is a triple bottom line and that the retailer should consider environmental, social as well as economic sustainability. These dimensions of sustainability may prioritize different goals which may lead to tensions (Hahn et al., 2015)…
۶.Discussion and conclusions
The insights generated by the empirical study are illustrated in Fig. 1. The overall sustainability strategy is formulated by corporate management, focusing on how sustainability will support the market positioning by, for example, strengthening the corporate brand. It is based on a longterm perspective, where IKEA contributes to economic, social and environmental sustainability. Furthermore, a main ambition was to make sustainability embedded and appreciated in the whole organization. When applying a product perspective, it became a matter of how sustainability can contribute and offer additional values as a product feature, as well as how it may drive and strengthen the product range as a whole and how it should be balanced in relation to other features in the range. From a store management perspective, sustainability was considered in relation to whether it had a positive impact on the customer shopping experience. Another aspect was how to manage the sustainability dimension when creating an attractive store environment for consumers and to what extent it actually drives sales…
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