B2B Sustainability Marketing Telefonica

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Gonzalo
 Villar
 Aparicio
 
Prepared
 for:
 Dr.
 David
 Blenkhorn
 BU
 462
 

 
  February
 2013
 
 

A
 Report
 made
 by
 :
 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 

 

 

Executive
 Summary
 

 
 Nowadays
  the
  environmental
  problem
  is
  no
  longer
  considered
  a
  minor
  problem
  and
 it
 has
 become
 a
 first-­‐order
 issue
 in
 the
 policies
 of
 multinational
 companies.
 We
  all
 know
 that
 time
 is
 running
 out:
 continuing
 degradation
 and
 resource
 depletion,
  global
 warming
 threatens
 future
 crop
 production
 and
 even
 the
 existence
 of
 some
  island
  States.
  Telefonica
  as
  one
  of
  the
  leading
  global
  companies
  in
  the
  telecommunications
  and
  information
  technology
  could
  not
  be
  sitting
  back
  in
  the
  green
  movement
  actually
  Telefonica
  is
  with
  AT&T
  the
  industry
  leaders
  in
  terms
  of
  green
 movement.
 Later
 in
 the
 report
 details
 the
 strategies
 of
 the
 company
 for
 both
  the
  B2B
  and
  B2C
  market.
  The
  Company
  remains
  the
  third
  consecutive
  year
  among
  the
  leading
  telecom
  companies
  of
  the
  Carbon
  Disclosure
  Project
  (CDP).
  And
  has
  as
  one
  of
  its
  fundamental
  commitments
  to
  reduce
  CO2
  emissions
  by
  30%
  by
  the
  year
  2020.
 
 

Why
 is
 the
 green
 movement
 relevant
 to
 the
 b2b
 marketer?
 

 
 It
 is
 increasingly
 common
 to
 use
 terms
 like
 'green
 marketing',
 or
 'environmental
  marketing'
  to
  refer
  to
  the
  efforts
  of
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