SUSTAINABLE MARKETING AS GLOBAL POSITIONING STRATEGY IN THE MEXICAN FRANCHISE OPERATING IN THE CITY OF HERMOSILLO, SONORA,EL MARKETING SUSTENTABLE COMO ESTRATEGIA DE POSICIONAMIENTO GLOBAL EN LAS FRANQUICIAS MEXICANAS QUE OPERAN EN LA CIUDAD DE HERMOSILLO, SONORA

Luis Enrique Ibarra Morales, Emma Vanessa Casas Medina, Erika Olivas Valdez and Karla Maria Barraza Martínez

Revista Internacional Administracion & Finanzas, 2015, vol. 8, issue 1, 93-109

Abstract: Sustainable companies are in vogue. But, is not a fad, it's a trend. In this context and given the wave of "green", many companies, especially Mexican franchises, wish to join this effort. It is not uncommon to find that some companies begin to include one or more organic products as part diversification of its offerings, or even start implementing sustainable actions as an integral part of their marketing plan. A company can then truthfully say that it adheres to sustainable practices. To market sustainability, you must know and understand where and under what conditions inputs are sourced. If it is a good renewable who processes it and how it does it, what social and environmental impacts involves production of the product, which market you do get, how it is distributed and at what price it sells, how it is used and then how it is discarded, in order to differentiate and position in an increasingly competitive market. This research analyzes the information obtained through the application of structured questionnaires and Mexican franchises operating in Hermosillo, Sonora, from the perspective and inclusion of the three "P's" in the philosophy of sustainable marketing.

Keywords: Sustainable Marketing; Diversification; Franchises (search for similar items in EconPapers)
JEL-codes: M14 M16 M30 M31 (search for similar items in EconPapers)
Date: 2015
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