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Purpose-Driven Marketing as a successfull Corporate Strategy - A Case Study Analysis based on Unilever

  • Oversupply on the market and excessive consumption by consumers are a by-product of a globalized world, causing severe societal and environmental damages. These factors have increased society's fears and have resulted in a loss of trust in corporate’s business operations, leading companies to gradually lose market share. Modern society is increasingly becoming aware of the necessity to behave sustainably, resulting in higher expectations towards sustainable practices of businesses. As a result, a growing number of consumers are demanding companies to operate in a more environmentally friendly way, with more transparency, collaboration, and consumer participation to alleviate societal fears. Consequently, responding to customer needs and desires is crucial for the company's success and future survival. In general, companies are now expected to attract and retain a loyal customer base and help make the world a better place by developing a sustainable corporate brand. This paper studies based on a selected case study, the impact a Purpose-Driven Marketing Strategy can have on business operations, illustrating how the latter societal requirements can be addressed and fulfilled through a Purpose-Driven Marketing Strategy.

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Author:Deborah Ferrarini
Advisor:Martin Fleischmann
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/08/19
Release Date:2021/09/02
Tag:Marketing 3.0; Purpose-Driven marketing; Sustainable marketing
Page Number:70
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt