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Ex ante assessment of sustainable marketing investments

Author

Listed:
  • Agostino Vollero

    (University of Salerno)

  • Alfonso Siano

    (University of Salerno)

  • Alessandra Bertolini

    (University of Salerno)

Abstract

The sustainability revolution, and the positive effects of sustainable marketing on business performance, should lead companies and research to focus more on issues related to assessment of sustainable marketing investments. This conceptual paper is an attempt to provide a contribution on this interdisciplinary topic not yet considered in the literature. We focus on how companies can assess ex ante this type of investment. We propose an adaptation of the risk-return ratio as a tool for ex ante assessment of sustainable marketing investments. We also provide considerations about the risks and rewards of Starbucks’ “Greneer Stores” project. We conclude the study by discussing the implications for managers of sustainable companies.

Suggested Citation

  • Agostino Vollero & Alfonso Siano & Alessandra Bertolini, 2022. "Ex ante assessment of sustainable marketing investments," Italian Journal of Marketing, Springer, vol. 2022(3), pages 271-287, September.
    • Handle: RePEc:spr:ijmark:v:2022:y:2022:i:3:d:10.1007_s43039-022-00052-1
    DOI: 10.1007/s43039-022-00052-1
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    References listed on IDEAS

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