Sustainability marketing strategies of companies in Mexico

  1. Maria G. Morales-González 1
  2. Jannett Ayup-González 1
  3. Pilar A. Huerta-Zavala 2
  1. 1 Universidad Autónoma de Tamaulipas, Mexico
  2. 2 Universidad de Burgos
    info

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

Revista:
Cuadernos de administración

ISSN: 2256-5078,  0120-4645

Año de publicación: 2022

Volumen: 38

Número: 72

Tipo: Artículo

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Otras publicaciones en: Cuadernos de administración

Resumen

Para reducir la brecha en la literatura de marketing de sostenibilidad, la presente investigación tiene como objetivo identificar las estrategias de marketing de sostenibilidad (MS) en las empresas que reportan sus informes de sostenibilidad en México. El análisis empírico utilizó datos de 47 empresas de varios sectores que cotizan en la Bolsa Mexicana de Valores (BMV) y compañías publicadas en la base de datos del Global Reporting Initiative (GRI). Mediante el análisis de contenido y el análisis de conglomerados se identificó que las compañías, atendiendo a los stakeholders de su cadena de valor: suministro, producción y distribución, están adoptando estrategias de marketing de sostenibilidad (MS). Sin embargo, la mayoría de ellas están en una etapa de adopción, enfocando sus esfuerzos en implementar prácticas de sostenibilidad en sus actividades de suministro y producción dejando la distribución como un área de oportunidad. Esta investigación se basa en empresas de un país de economía emergente, contribuye como una aproximación al fenómeno de sostenibilidad en marketing con datos directos obtenidos de sus informes publicados. Estudios futuros podrían comparar entre empresas con países desarrollados y en desarrollo

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