Corporate Social Responsibility in Business-to-Business Marketing : Case Outokumpu Oyj
Volotinen, Niina (2012)
Volotinen, Niina
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012091713693
https://urn.fi/URN:NBN:fi:amk-2012091713693
Tiivistelmä
Corporate Social Responsibility and sustainable behavior are increasingly important for all companies. Corporate social responsibility includes economic, social, and environmental responsibilities. Green marketing and sustainability marketing has built theories on combining responsible behavior and marketing. However, majority of the studies focuses on customer markets, whereas the case company, Outokumpu Oyj, a global stainless steel producer operates in business-to-business –market.
The case company wanted to understand how environmental responsibility and corporate social responsibility could be used and developed in marketing. This Thesis aimed to build understanding on the meanings of CSR for and in business-to-business marketing, especially from the point of view of a customer or a key influencer.
The method for this Thesis was a qualitative single case study. The theoretical grounds were laid on corporate social responsibility and sustainability concepts of green and sustainability marketing. Data comprised of previous research and literature, reports, internal studies, and interviews. Two Outokumpu managers and two representatives of customer companies were interviewed. The semi-structured interviews were conducted face-to-face.
The results suggest that some of the existing theories could be applicable for developing greener business-to-business marketing, despite the fact that business-to-consumer and business-to-business markets differ in nature. The case company should carefully estimate the possible impacts and available resources, if it wishes to implement greener marketing. Further studies are needed for evaluating which green marketing strategy would be the most suitable for Outokumpu.
The case company wanted to understand how environmental responsibility and corporate social responsibility could be used and developed in marketing. This Thesis aimed to build understanding on the meanings of CSR for and in business-to-business marketing, especially from the point of view of a customer or a key influencer.
The method for this Thesis was a qualitative single case study. The theoretical grounds were laid on corporate social responsibility and sustainability concepts of green and sustainability marketing. Data comprised of previous research and literature, reports, internal studies, and interviews. Two Outokumpu managers and two representatives of customer companies were interviewed. The semi-structured interviews were conducted face-to-face.
The results suggest that some of the existing theories could be applicable for developing greener business-to-business marketing, despite the fact that business-to-consumer and business-to-business markets differ in nature. The case company should carefully estimate the possible impacts and available resources, if it wishes to implement greener marketing. Further studies are needed for evaluating which green marketing strategy would be the most suitable for Outokumpu.