Ethics and Sustainability in B2B Marketing

Naushaba Chowdhury (), Pravin Balaraman (), Jonathan Liu (), Ibrahim Sirkeci () and Jonathan A. J. Wilson ()
Additional contact information
Naushaba Chowdhury: University of the West of Scotland
Pravin Balaraman: University of the West of Scotland
Jonathan Liu: University of Wales
Ibrahim Sirkeci: International Business School
Jonathan A. J. Wilson: Regent’s University London

Chapter Chapter 5 in Essential B2B Marketing Strategies, 2025, pp 73-89 from Springer

Abstract: Abstract In this chapter, the importance of ethics and sustainability specific to B2B marketing is explored. The understanding of ethics and sustainability, the practices that organizations adopt as their ethical and sustainability initiatives are explained with the help of theoretical frameworks of Stakeholder Theory, Corporate Social Responsibility (CSR), and the Triple Bottom Line. The responsibility and accountability that B2B organizations have towards their internal and external stakeholders are inevitable, especially in an environment where the growth of relationships with focus on trust, transparency, collaboration, and long-term partnerships. Partnerships are key to differentiation. The escalation of service growth has further emphasized the importance of ethics and sustainability to create a service ecosystem that allows ethical considerations and sustainable solutions to service delivery.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-91104-0_5

Ordering information: This item can be ordered from
http://www.springer.com/9783031911040

DOI: 10.1007/978-3-031-91104-0_5

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().