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Advisor(s)
Abstract(s)
Os problemas ambientais e a consequente crise ambiental que o planeta atravessa são um dos aspectos mais preocupantes e actuais das sociedades contemporâneas, em virtude da sua gravidade e devido ao facto de as suas soluções não serem facilmente atingíveis e sustentáveis. Porque a responsabilidade da protecção ambiental a todos cabe, o marketing e as empresas retalhistas têm um papel importante a protagonizar nesse processo. O presente trabalho pretende abordar e desenvolver a relação entre marketing empresarial e ambiente, com especial realce para o sector da Distribuição Moderna Retalhista de produtos de base alimentar e genérica em Portugal. É realizado um estudo empírico descritivo e prospectivo (para os próximos três a cinco anos) nesse sector, abordando a influência das questões associadas à defesa e preservação do ambiente no marketing estratégico e no marketing operacional dessas empresas. Procura-se esclarecer como é que se manifesta essa influência e qual é o tratamento que as questões ambientais têm e terão na formulação e implementação das estratégias de marketing e nos instrumentos de marketing das empresas visadas. Estabelecem-se e desenvolvem-se também os conhecimentos teóricos relevantes para o estudo, com o intuito de se construir uma base sólida de análise. Espera-se também que essa base teórica ajude a motivar e lançar pistas para que essas e outras empresas integrem as preocupações de defesa e de preservação do ambiente nas suas actividades.
The environmental problems and the consequent environmental crisis that our planet is going through are some of the most concerning and up-to-date issues of contemporary societies, due to their seriousness and to the difficulty and sustentability of their possible solutions. As the responsibility of the environmental protection envolves us ali, marketing and retailing companies have an important role in this process. The purpose of this investigation is to explore the relationship between marketing and environment, focusing on the Portuguese modem retailing food-based area. A descriptive and prospective (for the next 3 to 5 years) empirical study is conducted on that economic area, exploring the influence of issues associated with the environmental defence and protection on the strategic and operational marketing dimensions of those companies. The main purpose of the study is to find out how is that influence corporized and what kind of treatment is given to environmental issues in the formulation and implementation of marketing strategies and in the marketing instruments and variables of those companies. The theoretical relevant knowledges for the study are presented and developed, with the intend to build a solid basis for analysis. It is also intended that such basis can help on motivating and launching such clues, so that those and other companies can integrate the environmental issues in their activities.
The environmental problems and the consequent environmental crisis that our planet is going through are some of the most concerning and up-to-date issues of contemporary societies, due to their seriousness and to the difficulty and sustentability of their possible solutions. As the responsibility of the environmental protection envolves us ali, marketing and retailing companies have an important role in this process. The purpose of this investigation is to explore the relationship between marketing and environment, focusing on the Portuguese modem retailing food-based area. A descriptive and prospective (for the next 3 to 5 years) empirical study is conducted on that economic area, exploring the influence of issues associated with the environmental defence and protection on the strategic and operational marketing dimensions of those companies. The main purpose of the study is to find out how is that influence corporized and what kind of treatment is given to environmental issues in the formulation and implementation of marketing strategies and in the marketing instruments and variables of those companies. The theoretical relevant knowledges for the study are presented and developed, with the intend to build a solid basis for analysis. It is also intended that such basis can help on motivating and launching such clues, so that those and other companies can integrate the environmental issues in their activities.
Description
Mestrado em Gestão e Estratégia Industrial
Keywords
Marketing Cultura Organizacional Responsabilidade Social Recursos Renováveis e Conservação Gestão Ambiental Recursos Não Renováveis e Conservação Comércio Retalhista e Grossista Marketing Verde. Corporate Culture Social Responsibility Renewable Resources and Conservation Environmental Management Non renewable Resources and Conservation Retail and Wholesale Trade Green Marketing.
Pedagogical Context
Citation
Silveira, Paulo Duarte Valente Almeida da (1998). “Eco-marketing (marketing e ambiente) : estudo da distribuição moderna retalhista de base alimentar e genérica em Portugal”. Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão