The Sustainable Marketing Concept in European SMEs

Insights from the Food & Drink Industry

Edyta Rudawska

Emerald

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9781787540392

14 May 2018

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9781787540385

14 May 2018

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9781787540408

14 May 2018

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About

The food and drink sector represents Europe’s largest manufacturing industry, its largest employer and is a major player in the global economy. It also has one of the greatest environmental impacts. In order to maintain competitive advantage, SMEs need to address their environmental impact and integrate sustainability into their marketing strategies and operations.

The Sustainable Marketing Concept in European SMEs: Insights from the Food & Drink Industry brings together contributions from leading scholars to provide new knowledge and applications for the implementation of sustainable marketing orientation and sustainable marketing mix tools in SMEs operating in the industry. It will be the first publication focussing on the scope of sustainable marketing applications by SMEs providing comparison, data analysis and insights from Western Europe and Central - Eastern Europe.

The book is a result of an international cooperation undertaken by leading researchers from Poland, Croatia, the UK, Russia, Germany and Spain, all with many years of experience in issues related to marketing and sustainability.

IntroductionChapter 1. Business environment challenges and trends for contemporary SMEs in Europe; Zhanna Belyaeva Chapter 2. The concept of sustainable development; Sanda Renko Chapter 3. From sustainable market orientation to sustainability marketing; Edyta Rudawska Chapter 4. Sustainability marketing tools in small and medium enterprises; Małgorzata Wiścicka-Fernando Chapter 5. Food&Beverage industry in Europe and sustainability issues; George Lodorfos, Anastasia Konstantopoulou, Ioannis Kostopoulos, Eyo Emmanuel Essien Chapter 6. Small and medium enterprises in food&drink industry – the potential of the European market; Ewa Frąckiewicz Chapter 7. Methodological aspects of the research on sustainability marketing in SMEs; Edyta Rudawska Chapter 8. The place of sustainability marketing activities among the objectives of SMEs; Edyta Rudawska, Sanda Renko Chapter 9. Managerial knowledge of the concept of sustainability marketing; Ulf Leusmann Chapter 10. The scope of application of sustainability marketing tools in markets with different levels of socio-economic development; Edyta Rudawska, Ewa Frąckiewicz, Małgorzata Wiścicka-Fernando

This volume contains 13 chapters that are the result of the international research project, "Sustainable Marketing Concept and Its Implementation in Selected European Markets: Identification of International Differences." Contributed by business and economics scholars from Europe, the chapters consider sustainability marketing and small and medium-sized enterprises in the food and drink industry in Europe, discussing the application and conditions involved in the implementation of sustainability marketing orientations and sustainability marketing mix tools in SMEs operating in these industries. They detail theoretical studies in the development of sustainability marketing orientation in SMEs, including key market challenges and trends, the main theories and frameworks, and new ways of marketing mix tools management; SMEs operating in the food and drink industry in Europe and sustainability issues, the role of SMEs, and methodological aspects of research; and the process of implementation of sustainability marketing in food and drink SMEs in selected countries.
- Annotation ©2018

Edyta Rudawska (PhD) is Associate Professor and director of the Management and Marketing Institute at the Faculty of Economics and Management at the University of Szczecin in Poland. She is the author or co-author of over 200 publications on customer relationship management, sustainability and marketing management and has published scholarly articles in many well-referred journals. Dr Rudawska is a member of the Committee of Organization and Management Sciences of the Polish Academy of Sciences and an expert of the National Science Centre in Poland. She has delivered lectures and conducted training workshops at the University of Szczecin, Warsaw School of Economics, University of Łódź and Cracow University of Economics. She has participated in scientific internships and research programs at the University of Nicosia, University of Manchester and University of Kelaniya and has been a Visiting Professorat Guangdong University of Foreign Studies, Virtual College at University of Vitez and at the University of Jaen.