请选择 进入手机版 | 继续访问电脑版

绿色营销和绿色品牌——丰田案例

[复制链接]
发布于 2018-4-26 16:00:27 | 显示全部楼层 |阅读模式
外文翻译
推荐等级:  
外文概要: -
外文标题: Green Marketing and Green Brand – The Toyota Case
外文摘要: The main aim of this study is to contextualize sustainability and call for its consideration in firms’ management, namely via green
marketing and green brand. Although the concept of sustainable development appeared in the 1970s, only recently has it been
incorporated by firms. Development, to be sustainable, has to satisfy the needs of current generations, without compromising the
ability of future generations to satisfy theirs. This requires a balance in managing social, economic and environmental aims, both
current and future. Given the increasing evidence of environmental problems, the awareness of the need for sustainability has
been expanding, at the individual and at the corporate level. Environmentally responsible firms obtain multiple benefits, such as
cost reduction (due to the lower resource consumption, such as water or energy), profit increase (from recycling and residuals
reuse), production process enhancement (given the cleaner and more efficient technologies), corporate image upgrading,
improvement of brand awareness and value as well as performance. Oppositely, firms associated to non-sustainable actions are
impaired in those areas. In the scope of a green strategy, a green brand obtains attributes and benefits related to the reduction of
the brand’s environmental impact. As such, it should promote the perception of an environmentally healthy brand and disclose
such benefits to the more environmentally aware consumers. We present the case of Toyota, a brand with patent and
acknowledged efforts in what regards sustainability. It is a worldwide reference of corporate responsibility and of a successful
use of green marketing. The brand’s challenge to reach important environmental goals until 2050, demonstrates its commitment
and endeavor in multiple crucial aspects of sustainability management. Therefore, Toyota is in a prominent position as a “global
green brand”.
英关键词: sustainability; green marketing; green marketing strategy; green brand
正文摘录: -
外文格式: 全英文PDF
外文结构: -
外文单词: -
外文字符: -
外文出处: -
外文年份: -
外文附图:
译文标题: 绿色营销和绿色品牌——丰田案例
译文概要: -
译文摘要: -
译文格式: WORD
中关键词: -
译文字数: -
译文作者: -
外文性质: 定制外文 
外文详情: -

1-s2.0-S2351978917306121-main.pdf

 
若上述预览未显示,请刷新页面。提供专业人工翻译服务,可联系客服,QQ:1799162066
 

1-s2.0-S2351978917306121-main.pdf

359.69 KB

检索服务费: 10 元  [购买]

回复

使用道具 举报

快速回复 返回顶部 返回列表