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Stakeholder Analysis and Certification Strategy

In: Green Marketing and Entrepreneurship

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  • Arne Nygaard

    (Kristiania University College)

Abstract

In the current business landscape, customer priorities have evolved beyond mere product attributes to include ethical considerations in production and distribution. Acknowledging this shift, companies now recognize the growing importance of ethical assessments alongside financial metrics. Meanwhile, stakeholders, once limited to conventionalConventionals groups, now encompass a diverse array of entities affected indirectly by marketing strategies. This transition necessitates a comprehensive stakeholder analysisStakeholder analyses encompassing the entire supply chain, from raw materials to consumption and disposal. With stakeholders exerting varying degrees of influence, businesses must develop proactive strategies to address divergent interests, aligning with environmentally conscious marketing objectives. Sustainability certification systems play a pivotal role in promoting sustainable practices and informing consumer choices. These systems, intricately linked to political and stakeholder interests, are crucial for fostering a more sustainable global landscape, contingent upon the trust and credibility of these certification mechanisms.

Suggested Citation

  • Arne Nygaard, 2024. "Stakeholder Analysis and Certification Strategy," Springer Books, in: Green Marketing and Entrepreneurship, chapter 0, pages 101-112, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-50333-7_6
    DOI: 10.1007/978-3-031-50333-7_6
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