Factors Affecting Sustainable Marketing in India

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Marta Mariné Tarragó. E-mail: vanimarine@gmail.com Year: 2008 - Factors affecting Sustainable Marketing in India

1. Introduction
1.1. Central Question
Stated in general terms, the central question the researcher intends to answer is: Which are the main factors and barriers affecting the implementation of sustainable marketing within large Indian textile companies?

1.2. Aims
• Substantive aim: To understand the main factors and barriers affecting large Indian textile companies based in Ahmedabad in the implementation of sustainable marketing. • Theoretical Aim: To expand the existing body of knowledge regarding factors and barriers affecting sustainable marketing in India. • Methodological Aim: To develop a structure based on interviews addressed to marketing managers of large Indian textile companies based in Ahmedabad.

1.3. Objectives
1. To detect the perception different managers within large Indian textile companies based in Ahmedabad have of sustainability and sustainable management. 2. To detect the degree of sustainability within the marketing programmes of large Indian textile companies based in Ahmedadbad. 3. To understand the factors affecting the implementation of sustainable marketing within large Indian textile companies based in Ahmedabad. 4. To identify the barriers in the implementation of sustainable marketing within large Indian textile companies based in Ahmedabad.

1.4. Own Interest
During her Communication and Marketing studies, the researcher has been more and more interested in sustainability issues. Promoting products and services in a sustainable way seems important to her since she believes that marketers should not only be guided by the precept ‘profit at all prices’. Moreover, she is totally conscious that this way of thinking is not too naive since, as it will be seen later on, facts show that sustainable marketing is bottom paid.

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Marta Mariné Tarragó. E-mail: vanimarine@gmail.com Year: 2008 - Factors affecting Sustainable Marketing in India India itself is another of her major interests. Being able to know India deeply throughout this project was one of her main motivations when defining the topic of this dissertation, so as the Indian culture and philosophy have always fascinated her.

1.5. Significance of the topic
Due to current world’s drastic changes (go to Appendix A to see a summary of timeline events occurred during 2006 and 2007), it seems that mostly all society groups are aware about the hot debate highlighting on the one hand business development and its environmental and social impacts and poverty alleviation on the other. Hence, even though a lot have been written about the risks regarding China and India’s expansion and about sustainable development in general, little has been studied about real issues influencing Indian companies’ marketing strategies. Thus, although it is said that there is certainly no lack of Corporate Social Responsibility (CSR) programmes and sustainable projects in India, clear metrics for evaluating their actual impact in improving social conditions are absent (Kumar, 2004:11). Moreover, Siemensma (2005) affirms that: ‘While awareness is growing, the lack of more detailed research on actual CSR practice suggests a genuine and deep integration of CSR practices into the mainstream arena is still not significant.’ Siemensma, 2005 Thus, it seems significant to the researcher to expand the existing body of knowledge regarding factors affecting sustainable marketing in India.

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Marta Mariné Tarragó. E-mail: vanimarine@gmail.com Year: 2008 - Factors affecting Sustainable Marketing in India

2. Research Context
2.1. General Context
Climate change is one of the most important global environmental challenges in the current world. On the one hand, it has already been proven that if humans do not change our current trend of consumption abruptly changes to the Planet will occur causing human suffering and threaten a lot of species...
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