Ex ante assessment of sustainable marketing investments

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 inter...

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Detalles Bibliográficos
Autores principales: Vollero, Agostino, Siano, Alfonso, Bertolini, Alessandra
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer International Publishing 2022
Materias:
Original Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8978491/
http://dx.doi.org/10.1007/s43039-022-00052-1
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author Vollero, Agostino
Siano, Alfonso
Bertolini, Alessandra
author_facet Vollero, Agostino
Siano, Alfonso
Bertolini, Alessandra
author_sort Vollero, Agostino
collection PubMed
description 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.
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spelling pubmed-89784912022-04-04 Ex ante assessment of sustainable marketing investments Vollero, Agostino Siano, Alfonso Bertolini, Alessandra Ital. J. Mark. Original Article 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. Springer International Publishing 2022-04-04 2022 /pmc/articles/PMC8978491/ http://dx.doi.org/10.1007/s43039-022-00052-1 Text en © The Author(s) 2022, corrected publication 2022 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Original Article
Vollero, Agostino
Siano, Alfonso
Bertolini, Alessandra
Ex ante assessment of sustainable marketing investments
title Ex ante assessment of sustainable marketing investments
title_full Ex ante assessment of sustainable marketing investments
title_fullStr Ex ante assessment of sustainable marketing investments
title_full_unstemmed Ex ante assessment of sustainable marketing investments
title_short Ex ante assessment of sustainable marketing investments
title_sort ex ante assessment of sustainable marketing investments
topic Original Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8978491/
http://dx.doi.org/10.1007/s43039-022-00052-1
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