GRÖN MARKNADSFÖRING –KONKURRENSFÖRDELAR VID ARBETE MED GRÖNA PRODUKTER OCH GRÖN MARKNADSFÖRING : En studie ur företagets perspektiv
The purpose of this study is to examine how textile companies are using "green arguments" in their marketing strategy and how these arguments affect the competitiveness on the market for each of the six companies.The survey that was conducted is based on qualitative interviews with managers responsible for environmental issues in the field of marketing. The purpose of the survey was to examine how companies are using “green arguments" in order to create competitive advantages. We have chosen to limit the study to the textile industry with the study being carried out in six different companies. The two main theories that make up most of the theoretical framework are Porters five forces and the marketing mix.The survey showed that companies today are using green arguments in their marketing strategy to gain competitive advantages, but only to a certain extent. All companies understood the importance of working proactively with environmental issues and with reducing the impact company activities have on the environment. However, the study also shows that the companies do not actively communicate their environmental work and the measures taken by the companies to their respective customer segments. The impression is that a lot of the environmental work is done mainly because companies do not want to fall behind their competitors and because it might turn out to be a competitive advantage in the future.
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