Sustainability – integration and communication in German manufacturers

Marcus Diedrich ()
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Marcus Diedrich: Diedrichs Creativ-Bad, Hallenberg, Germany

Marketing Science & Inspirations, 2022, vol. 17, issue 2, 2-15

Abstract: The manufactory is a full production organization of consumer goods, technical goods or food – in any case physical products. In contrast to handicraft businesses, the manufactory produces products in series, which means that they can be purchased several times over a longer period of time. They result in an assortment of this manufacturer. The products of the manufactory are characterized by a high level of vertical integration – usually from the raw material through the entire production process to the finished product under one roof for retailers or customers. Manufactured products are inherently sustainable because they are designed for long-term use. Manufactories are usually family-run companies that work in an economically sustainable manner. But what about the other dimensions of sustainability, i.e. ecological and social? Is sustainability anchored in the company's strategy? Is sustainability seen as a competitive advantage and conveyed in corporate communications? The main aim of this paper is to identify the different approaches and platforms that can lead to success and the obstacles that can arise. In the end, we will present a case study of a young company that implements a similar approach and has been very successful so far, measured in terms of turnover and the number of customers.

Keywords: social media marketing; social networks; social media guidelines; corporate strategy; corporate communication; cultural change (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:17:y:2022:i:2:p:2-15

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