Den Markt für nachhaltige Angebote durch Marketingpraktiken formen: der Fall von nachhaltig geborenen KMUs

Shaping markets for sustainable offers through marketing practices: the case of born-sustainable SMEs

Clara Calaudi
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Clara Calaudi: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: In the face of current societal challenges, an in-depth transformation of marketing seems necessary. Born-sustainable SMEs can be experimental laboratories and important actors in bringing about changes in the market in favour of sustainability. Through a qualitative study utilizing various materials, we aim to understand the marketing practices that enable them to shape the market for sustainable offerings and thus legitimize their presence in that market. The results show that born-sustainable SMEs adopt a collaborative approach that goes beyond the classic supply-demand relationship by mobilizing a network of actors, seeking to build collective legitimacy.

Keywords: Marketing practices; Markets-shaping; Legitimacy; Sustainable offerings; Born-sustainable SMEs (search for similar items in EconPapers)
Date: 2024
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Published in Revue Internationale PME, 2024, 37 (2), pp.64. ⟨10.7202/1113019ar⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04902202

DOI: 10.7202/1113019ar

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