Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors

This study examines business-to-business (B2B) marketing capabilities about climate change and aims to fill gaps in the strategic marketing literature. Using a grounded theory approach and conducting in-depth interviews with B2B company executives in Iran, three key capabilities were identified: climate capacity building, communication catalyst, and Climatic Greenism. Climate capacity building focuses on risk awareness and strengthening infrastructure, communication catalyst focuses on mobilizing sustainable narratives and engaging with stakeholders, and Climatic Greenism emphasizes supply chain innovation and product development. Findings suggest that these capabilities synergistically contribute to strengthening the resilience and sustainability of companies. This research adds to the scientific discourse on B2B marketing and climate change. It provides practical insights to help B2B companies, especially in developing countries, adapt their strategies to environmental conditions and ensure sustainable performance.

Loại tài liệu:

Article - Bài báo

Tác giả:

Asgharinajib, Maryam

Đề mục:

Climate Risk Management

Nhà xuất bản:

Elsevier

Ngày xuất bản:

2025

Số trang/ tờ:

Định dạng:

pdf

Định danh tư liệu:

DOI: https://doi.org/10.1016/j.crm.2025.100700 | ISSN 2212-0963

Nguồn gốc:

Climate Risk Management, Volume 48, 2025, 100700

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Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors

Trung tâm Thông tin và Thư viện Trường Đại học Khoa học, Đại học Huế