Ex ante assessment of sustainable marketing investments

Agostino Vollero (), Alfonso Siano () and Alessandra Bertolini ()
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Agostino Vollero: University of Salerno
Alfonso Siano: University of Salerno
Alessandra Bertolini: University of Salerno

Italian Journal of Marketing, 2022, vol. 2022, issue 3, No 2, 287 pages

Abstract: Abstract The sustainability revolution, and the positive effects of sustainable marketing on business performance, should lead companies and research to focus more on issues related to assessment of sustainable marketing investments. This conceptual paper is an attempt to provide a contribution on this interdisciplinary topic not yet considered in the literature. We focus on how companies can assess ex ante this type of investment. We propose an adaptation of the risk-return ratio as a tool for ex ante assessment of sustainable marketing investments. We also provide considerations about the risks and rewards of Starbucks’ “Greneer Stores” project. We conclude the study by discussing the implications for managers of sustainable companies.

Keywords: Sustainable marketing investments; Ex-ante assessment; Risk/reward ratio (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s43039-022-00052-1

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