Inderscience Publishers

The differentiating factor: a strategic sustainability plan for the marketing department of a major corporation

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Courtesy of Inderscience Publishers

This paper will review a three-year sustainability plan for a major IT organisation's Entertainment & Devices Division Global Retail Marketing Department, to be referred to as 'The Department' within this paper. This plan will have a three pronged approach with social, environmental and financial sustainability initiatives. The Department is responsible for all retail activities including promotions, printed materials, visual elements, interactivity and field engagement. This department is currently on the very low end of the 'compliance phase'. Compliance is defined by the sustainability model as the meeting of the minimum requirements. Sustainability is currently a tertiary objective for The Department. It is a box to be ticked, far down on the list below fiscal efficacy. The initiatives outlined will review timelines, benefits and challenges that are caused by both the proposed programme and contained by the parameters of the department's strategies, values, structure, and management style.

Keywords: corporate governance, ethical corporation, social sustainability, environmental sustainability, financial sustainability, triple bottom line, TBL, Dow Jones Sustainability Index, DJSI, retail marketing, corporate social responsibility, CSR, sustainable development

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