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The potential of gaining competitive advantage through "Green Marketing". (An examination using the example of the Automotive Supply Industry)

  • The following bachelor thesis was written in cooperation with the company GF Automotive AG located in Schaffhausen, Switzerland. It is a worldwide recognized development and serial production partner of the automotive industry. The thesis covers the topic ‘The potential of gaining competitive advantage through Green Marketing’. The purpose of this thesis is to research if sustainability within the automotive supply industry is of high importance and can be used to gain competitive advantage. The thesis offers possible measures to implement successful practices that were detected in the conducted benchmark. It points out that green marketing in the B2B business can support companies to differentiate and it illustrates how marketing communication of the company GF Automotive AG can be adapted in order to succeed and remain leader in the highly competitive automotive supply market

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Author:Sarah Rinklin
Advisor:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Release Date:2016/04/13
Tag:Competitive advantage; Marketing; Sustainability
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt