8. Can sustainability marketing be implemented as a differentiation strategy?
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İpek Kazançoğlu
Abstract
Over the last few decades, there has been growing emphasis on environmental protection, as well as implementation of principles regarding sustainable developments in tourism. Environmental sustainability is far more vital for marina management as marinas are, by definition, located next to a body of water. In literature review, there is limited research related to sustainability marketing activities in marinas. This study aims to understand sustainability marketing activities in marinas and to determine the role of environmental policies in achieving sustainable competitive advantage. The research method consists of semistructured indepth interviews with selected marina managers from the Aegean region of Turkey, which is home to the majority of marinas in the country. Each marina is unique by nature; therefore, every marina has to apply various strategies to achieve sustainable competitive advantage. The findings reveal the degree of effectiveness of sustainability marketing activities based on marina certifications and classifications for different types of marinas. Consequently, as much as marina managements appreciate the importance of environmental sustainability and ways of marketing it, complementary strategies are also needed to gain competitive advantage in the short run. However, in the long run, sustainability marketing is essential for marinas to keep their competitive edge.
Abstract
Over the last few decades, there has been growing emphasis on environmental protection, as well as implementation of principles regarding sustainable developments in tourism. Environmental sustainability is far more vital for marina management as marinas are, by definition, located next to a body of water. In literature review, there is limited research related to sustainability marketing activities in marinas. This study aims to understand sustainability marketing activities in marinas and to determine the role of environmental policies in achieving sustainable competitive advantage. The research method consists of semistructured indepth interviews with selected marina managers from the Aegean region of Turkey, which is home to the majority of marinas in the country. Each marina is unique by nature; therefore, every marina has to apply various strategies to achieve sustainable competitive advantage. The findings reveal the degree of effectiveness of sustainability marketing activities based on marina certifications and classifications for different types of marinas. Consequently, as much as marina managements appreciate the importance of environmental sustainability and ways of marketing it, complementary strategies are also needed to gain competitive advantage in the short run. However, in the long run, sustainability marketing is essential for marinas to keep their competitive edge.
Chapters in this book
- Frontmatter I
- Acknowledgment V
- Preface VII
- About the editors IX
- Contents XI
- List of contributors XIII
- 1. Fuzzy inference system in sustainable supplier 1
- 2. Green and sustainable freight logistics for improving supply chain sustainability: a bibliometric analysis 39
- 3. Sustainability in urban expansion of a metropolitan city: impacts of urban growth towards the outer fringe of Kolkata 59
- 4. Assessment of logistics performance in sustainable supply chain: case from emerging economy 73
- 5. Service designing through Fuzzy Kano analysis in heritage tourism 89
- 6. Developing a framework to provide technological solutions for implementing green supply chain 105
- 7. Demand side of the sustainable supply chain (consumers sustainable practices): a conceptual review 119
- 8. Can sustainability marketing be implemented as a differentiation strategy? 133
- 9. Agricultural/biomass waste management through “green supply chain way”: Indian “brickfield” perspective 157
- 10. Management of quality in perishable food supply chain by using Internet of things (IOT): a novel approach 179
- Index 195
- De Gruyter Series on the Applications of Mathematics in Engineering and Information Sciences 197
Chapters in this book
- Frontmatter I
- Acknowledgment V
- Preface VII
- About the editors IX
- Contents XI
- List of contributors XIII
- 1. Fuzzy inference system in sustainable supplier 1
- 2. Green and sustainable freight logistics for improving supply chain sustainability: a bibliometric analysis 39
- 3. Sustainability in urban expansion of a metropolitan city: impacts of urban growth towards the outer fringe of Kolkata 59
- 4. Assessment of logistics performance in sustainable supply chain: case from emerging economy 73
- 5. Service designing through Fuzzy Kano analysis in heritage tourism 89
- 6. Developing a framework to provide technological solutions for implementing green supply chain 105
- 7. Demand side of the sustainable supply chain (consumers sustainable practices): a conceptual review 119
- 8. Can sustainability marketing be implemented as a differentiation strategy? 133
- 9. Agricultural/biomass waste management through “green supply chain way”: Indian “brickfield” perspective 157
- 10. Management of quality in perishable food supply chain by using Internet of things (IOT): a novel approach 179
- Index 195
- De Gruyter Series on the Applications of Mathematics in Engineering and Information Sciences 197
