Är hållbarhet genomförbart? Förutsättningar för SME retailers att agera miljömässigt hållbart på sina internationella marknader

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: Retail companies and customers are becoming increasingly involved in environmental sustainability and the retail industry is becoming more international every day. The purpose of this study is to fill the theoretical and empirical gap between the research fields of internationalization and environmental sustainability amongst SME retailers. Primarily, the thesis provides insights regarding what preconditions are needed in order for small/medium-sized fashion and textile retailers to act environmentally sustainable in their global markets. An explorative study was conducted through a qualitative research method by two equivalent studies. The results form the thesis's proposed framework, which gives implications for explaining and understanding the preconditions needed for SME retailers to achieve favourable sustainability work in their international markets. The framework consists of five prerequisites; Customer Awareness, Collaboration, The Leader's personal driving forces, Environmental sustainability certificates and Marketing.

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