Article | REF: G8413 V1

Marketing: new lever of innovations by the evolution in sustainable mode

Author: Karin BORAS

Publication date: July 10, 2014, Review date: September 2, 2020

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1. Marketing: a new lever for innovation

  • Operational definition of sustainable development

    Sustainable development is no longer a matter of good feelings, of acts that depend on "good will", and no longer obeys beliefs, i.e. "to believe in it or not to believe in it".

    It has entered the economy head-on, revisiting it and helping it to evolve. This new economy is the "partnership economy", which adds societal value to the creation of shareholder value.

    These value creations concern four areas: economic, environmental, social and societal.

    But what does this value creation mean in concrete terms, in the company's day-to-day operations? It's very simple: we just need to ask ourselves four questions, whatever the subject we're thinking or acting on (see table 1...

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