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Green marketing as a guarantee of competitive advantages in the automotive sector: B2B perspective
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Resumo(s)
The theme of this dissertation is driven by the growing significance of sustainability
within the automotive industry. The main objective of this research is to explore how Green
Marketing enables competitive advantages from a B2B perspective, focusing on Ford Motor
Company. Despite extensive literature on sustainability and Green Marketing, there is a gap
in understanding how these concepts translate into competitive advantages in the B2B
context. The methodology involves conducting interviews with dealership managers and B2B
clients, framed by a theoretical model to investigate how Ford’s Green Marketing initiatives
leverage resources, market position and strategic performance. The results indicate that B2B
clients recognize the adoption of Green Marketing as a valuable competitive advantage and
that there is a gap between actual sustainable practices and client perceptions. This research
contributes by highlighting the importance of training dealers to communicate the value of
sustainability and demonstrating how environmental responsibility can enhance competitive
positioning. In conclusion, this dissertation provides actionable insights for automotive
managers, emphasizing the need for effective Green Marketing strategies to meet the
evolving demands of sustainability-conscious consumers.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Green Marketing Sustainability B2B Competitive advantage Automotive sector SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption