| dc.description.abstract | The environmental and social innovation is becoming the engine for the growth of the
business and brand values . The Future of Business is the business sustainable while
maintaining the integrity in the business and developing the ability to generate an
ROI of sustainability. The New Economics of Happiness and sharing, the
opportunities for radical innovation of the business and renovated successful brands ,
requires you to understand how to authentically include sustainability in the promise
of the brand and build share in the process through the communication of
sustainability to the brand building that express this value (Sustainability brands).
Deciding to reverse the equation , according to which "business " does not necessarily
express the value of sustainability is the step to be taken by the companies so that
they can redefine their vision and profess ethical and responsible. Sustainability does
not mean , in fact, simply focus on environmental initiatives , but is a much broader
concept that integrates the social, environmental and economic aspects in order to
build a stronger and more durable. If companies understand this concept and apply
sustainability the same way as an indicator of efficiency, the latter may be considered
a model of successful development . The impact of this " green wave " promises ,
therefore , to transform the world of business. A trend that requires a radical change
of its business in search of new areas of opportunity and, consequently, new
competitive advantages .
The most important question that firms face is how the business interacts with society.
The capitalist system is under siege . In recent years, the business world has been
criticized and considered the main cause of social, environmental and economic
benefits , and many believe that companies are prospering at the expense of their
communities. Companies might reconcile business and civil society ridefinissero only if
your goal in terms of creating " shared value " , which means to generate economic
value in such ways that produce value for society by addressing the challenges it is
facing this . An approach based on shared value is the one that puts in contact the
company's success with social progress.
The research carried out in this paper investigates this phenomenon; after a survey of
the literature in evolutionary terms , and after having explained the key concepts
explaining what is meant by the brand and Sustainability Green Marketing , analyzed
in the perspective of the consumer, describes sustainable brand value up to the
conceptualization of Green Brand Equity .
The paper aims to investigate the level of awareness of the need for businesses to
adopt an orientation to sustainability to create a sustainable brand value and groped
to answer the basic : how to capitalize and include orientation to sustainability in the
value of brand? Thus provide a valuable tool for brand managers to orient themselves
on the path of sustainability through the strategic role of communication of
sustainability , considering the risks involved (eg green washing ) and investigated in
the perspective of the consumer in the gap between performance and perception, socalled Green Gap . To verify the argument has been used in an empirical study , the
type of qualitative research , exploratory and applied with the aim of providing the
results of direct aid in marketing decisions . For this purpose, the study makes use of
the method of sampling. The unit of analysis is identified for sampling the mineral
water sector , and the extension is located in the territory of Italy . The choice of this
context detection is driven by the fact that corporate sustainability itself is
consubstantial with the business itself of this sector and also because it is a sector of
consumer goods and , therefore , useful to a recognition of interest want to identify a
trend in corporate communication strategies .
The work aims to highlight the managerial implications related to a sustainable brand
orientation . The aim is to bring to the attention of brand managers and marketing
directors of the growing need to adopt an approach to sustainability, which imbued the
company in all its manifestations , surpassing the subjective perspective of social
responsibility , which has only a limited connection with the business and acting on
the reputation and focus instead on social innovation to create economic value by
creating social value and therefore shared value , functional to profitability and
competitive position of the company . The work suggests , with the proposal of a model
of sustainable brand , the transition from building brand equity ( linked to
reputation ) to Green Brand Equity (linked to social innovation ) through the
communication of sustainability with regard to the risks that this entails. A circular
process that starts by social sponsored by businesses, mediated by communication of
sustainability, effect on the conduct of the over- consumption of the system and other
stakeholders by creating shared value to increase Green Brand Equity , and thus
creating competitive advantage for ' enterprise. The latter will be well equipped with
new resources and therefore able to foster and sustain social innovation process
enabled. The proposed model aims to be a tool to support marketing decisions to assist
the process of orientation to the sustainability of the business towards building a
sustainable brand. [edited by Author] | |
| dc.description.abstract | Il lavoro si propone di indagare il livello di consapevolezza della necessità per le imprese di
adottare un orientamento alla sostenibilità per creare un valore di marca sostenibile e tentare di
rispondere all’interrogativo di base: come capitalizzare e includere l'orientamento alla
sostenibilità nel valore del brand? Fornire così un valido strumento ai brand manager per orientarsi sul cammino della sostenibilità attraverso il ruolo strategico della comunicazione della
sostenibilità, considerando anche i rischi che comporta (es. green washing) e indagata anche nella
prospettiva del consumatore nel divario tra prestazione e percezione, il così detto Green Gap. Per
verificare la tesi sostenuta si è fatto ricorso a uno studio empirico, di ricerca del tipo qualitativa,
esplorativa e applicata con lo scopo di fornire risultati di diretto ausilio nelle decisioni di
marketing. A tale scopo lo studio fa ricorso al metodo del campionamento. L’unità di analisi
individuata per il campionamento è il settore delle acque minerali, e l’estensione è individuata nel
territorio Italia. La scelta di tale contesto di rilevazione è guidata dal fatto che la sostenibilità
d’impresa è di per sé consustanziale al business stesso di questo settore e anche perché si tratta
di un settore del largo consumo e, dunque, utile ad una rilevazione di interesse che vuole
individuare un trend nelle strategie di comunicazione aziendali.
Il lavoro mira ad evidenziare le implicazioni manageriali legate ad un orientamento sostenibile di
marca. Lo scopo è portare a conoscenza dei brand manager e dei direttori marketing della
crescente necessità di adottare un approccio alla sostenibilità che pregni l’azienda in tutte le sue
manifestazioni, superando la prospettiva soggettiva della responsabilità sociale, che ha solo un
collegamento limitato con il business e che agisce sulla reputazione e puntare invece sulla
innovazione sociale per creare valore economico attraverso la creazione di valore sociale e dunque
valore condiviso, funzionale alla profittabilità e alla posizione competitiva dell’azienda. Il lavoro
suggerisce, con la proposta di un modello di brand sostenibile, il passaggio dalla costruzione di
Brand Equity (legata alla reputazione) a quella di Green Brand Equity (legata all’innovazione
sociale) attraverso la comunicazione della sostenibilità, con riguardo ai rischi che questa
comporta. Un processo circolare che partendo dall’innovazione sociale promossa dalle imprese,
mediata dalla comunicazione della sostenibilità, incida sui comportamenti del sovra-sistema del
consumo e degli altri stakeholder generando valore condiviso per aumentare la Green Brand
Equity e creare di conseguenza vantaggio competitivo per l’impresa. Quest’ultima sarà così dotata
di nuove risorse e pertanto in grado di alimentare e sostenere il processo innovazione sociale
attivato. Il modello proposto vuole essere uno strumento a supporto delle decisioni di marketing
per favorire il processo di orientamento del business alla sostenibilità verso la costruzione della
marca sostenibile. [a cura dell'Autore] | en_US |
