可持续发展时代的营销策略研究.docxVIP

外文资料翻译及原文 Research on Marketing Strategy in Sustainable Development Era Abstract：In this paper we investigate characteristics and drivers of sustainability marketing strategies. Based on an empirical study in the food industry, we identify four sustainability marketing strategy types with distinctive characteristics (performers, followers, indecisives and passives). Consumers are one of the main drivers of sustainability marketing strategies. Depending on the sensitization of consumers to socio-ecological problems, the perceptibility of socio-ecological qualities, the individually perceived net benefi ts and the availability of sustainable alternatives, we argue that the typology and drivers apply to non-food industries as well. Furthermore, we fi nd that the incorporation of social and ecological aspects into marketing strategies also depends on the market segment in which the company competes: companies that are positioned in the premium or quality segment are more inclined to take an active stance on sustainability marketing than companies that compete in the price segment. Keywords: marketing; strategy; sustainability; typology In some markets and companies sustainability issues have become highly important and a competitive factor influencing marketing strategies. Examples include the energy sector (Wohlgemuth et al., 1999; Salzmann, 2004), the automobile business (Brunner, 2004; Williander, 2007) and the food industry (Ionescu-Sommers, 2004; Ionescu-Sommers and Steger, 2008). The focus of this paper is on the strategic level of sustainability marketing, i.e. marketing strategies in the light of ecological and social challenges. The research questions are twofold. (1) Which kinds of sustainability marketing strategies do companies pursue? (2) What are the influencing factors for sustainability marketing strategies? Why do companies follow an active or a passive approach to strategic sustainability marketing? In the first part of the paper the theoretical framew