Gabriela Nobre Dias
Master's – Sustainable Marketing Innovations: a study from the manager’s perspective
Advisor: Profª. Drª. Kavita Miadaira Hamza
Comission: Profs. Drs. Solange Alfinito, Sofia Batista Ferraz and Leonardo Augusto de Vasconcelos Gomes
Link YouTube: https://youtu.be/uwBfZq-wkDc
The marketing area has the potential to influence both consumption and production patterns, aspects that are strongly addressed in discussions about sustainability. Despite this, the literature on sustainable marketing needs further studies. This is evident, for example, in the diversity of studies that focus on the relationship between the types of innovation and sustainability, but when specifically related to marketing innovations, the number of studies is still restricted. Considering this gap, this study aimed to understand how sustainability is adopted in innovation practices in marketing. To achieve this goal, the level of analysis used was individual, corresponding to marketing managers, as they are the main responsible for adopting sustainability in marketing activities. For data collection, in-depth semi-structured interviews were conducted with the managers and analyses were made of the LinkedIn profiles of these interviewees. From the analysis of the collected data, the perspectives of the managers provided input for the construction of a narrative about the process of adopting sustainability in marketing activities, involving motivations, the role of knowledge about sustainability and the main difficulties. From the interviewees' perspective, consumer demand for more sustainable products and services is considered the main motivation for adopting sustainability in marketing activities. Regarding knowledge about sustainability, both the acquisition and the application of knowledge of these managers were analyzed, and the results indicate that there are still few incentives from companies for their employees to obtain knowledge on the topic and apply it in their activities. As the main challenges, managers cite the financial issue, suppliers, brand positioning, understanding about sustainability, and, finally, consumer demand. In the view of managers, consumer demand is considered both the main motivation and a barrier to the adoption of sustainability. Considering the results found, a discussion was held based on the theoretical foundation presented in this work and some contributions are proposed: managerial contributions for the performance of marketing managers and companies; theoretical contributions for sustainable marketing innovations and, suggestions for future studies on the adoption of sustainability in marketing activities from the perspective of managers.
*Abstract provided by the author