Marketing, Lebensqualität, Nachhaltigkeit. Greenwashing und Bluewashing Maßnahmen

Name: Marketing, Lebensqualität, Nachhaltigkeit. Greenwashing und Bluewashing Maßnahmen
Brand: Grin Verlag
SKU: 9783656856238
Price: 3522.0 INR
Availability: InStock

by Nicole Schulskis

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ISBN13: 9783656856238
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: December 9, 2014
Pages: 68
Original Price: USD 41.9
Language: German
Edition: N/A
Item Weight: 100 grams
BISAC Subject(s): Marketing / General

About The Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule Flensburg, Sprache: Deutsch, Abstract: [..] Herausforderung "Nachhaltigkeit" Kaum ein anderer Begriff hat in den vergangenen Jahren und aktuell eine solche Dominanz in der nationalen und internationalen Diskussion erlangt. Die Diskussion in Deutschland um die gesellschaftliche Verantwortung von Unternehmen hat mit der sogenannten "Kapitalismusdebatte" begonnen, die seit April 2005 in Politik, Wirtschaft und Gesellschaft geführt wird. Des Weiteren geht mit der aktuellen Finanzkrise auch eine Glaubwürdigkeits- und Vertrauenskrise einher. Der amerikanische Präsident Barack Obama wies in seiner Antrittsrede auf die Rückgewinnung von Vertrauen hin. Beim Wirtschaftsforum in Davos wurden ebenfalls Themen wie Langfristigkeit und Nachhaltigkeit deutlich zum Ausdruck gebracht. Die Finanzkrise kann aber auch als Chance genutzt werden, um systematische Veränderungen zu mehr Nachhaltigkeit zu implementieren und damit zugleich auf die langfristigen gesellschaftlichen ökologischen Probleme zu antworten [..] [..] Da bringen Handelsketten kompostierbare Plastiktüten auf den Markt, die kaum verrotten. Forscher entdecken Spuren von Tropenholz in nachhaltig zertifiziertem Klopapier. Modeketten hängen ohne Scham Hemden mit fragwürdiger Herkunft als Bioprodukte in ihre Schaufenster. Und Kosmetikhersteller bewerben wortreich Inhaltsstoffe wie Bioolivenöl in Cremes, unterschlagen aber, dass der Rest der Pflegeprodukte aus synthetischen Stoffen besteht. Unternehmen befinden sich in einer Welt, in der sie vielen Anforderungen gerecht werden müssen. Dazu gehört in erster Linie der Unternehmenserfolg, um das Fortbestehen zu sichern. Der Ertragsgedanke wird dabei vor allem von den Eigentümern und Geldgebern verfolgt, aber auch andere Gruppierungen mit gänzlich anderen Forderungen treten an das Unternehmen heran [..] [..] "Wo wollen wir hin?", "Wie können wir unsere ökono

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