Green marketing as a guarantee of competitive advantages in the automotive sector: B2B perspective

Abstract

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.