Importance of benchmarking in creating sustainable marketing strategy

undergraduate thesis

• Author: Nika Renko
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

With increasing competition and changing consumer demands, organizations need to adopt sustainable marketing practices to ensure long-term success. Benchmarking, as a strategic tool, enables companies to analyze their competitors, identify industry best practices, and improve their own marketing efforts. Since consumers increasingly have shown interests in environmental, social and governance sustainability, the practice of sustainable marketing should include consideration of sustainability issues. Sustainable marketing requires companies to consider the environmental and social consequences of their business models in a long-term. The purpose of this thesis is to investigate the role of benchmarking in improving marketing strategy in a sustainable way. The research methodology includes a case study approach investigating successful implementation of benchmarking in improving sustainable marketing strategy in two successful companies from different industries. The results confirmed.

• Keywords: benchmarking; sustainability; marketing strategy; improvement
• Language: english
• URN:NBN: urn:nbn:hr:148:487426
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-09-27 09:39:57