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Ethics and Sustainability in B2B Marketing

In: Essential B2B Marketing Strategies

Author

Listed:
  • Naushaba Chowdhury

    (University of the West of Scotland)

  • Pravin Balaraman

    (University of the West of Scotland)

  • Jonathan Liu

    (University of Wales)

  • Ibrahim Sirkeci

    (International Business School)

  • Jonathan A. J. Wilson

    (Regent’s University London)

Abstract

In this chapter, the importance of ethics and sustainability specific to B2B marketing is explored. The understanding of ethics and sustainability, the practices that organizations adopt as their ethical and sustainability initiatives are explained with the help of theoretical frameworks of Stakeholder Theory, Corporate Social Responsibility (CSR), and the Triple Bottom Line. The responsibility and accountability that B2B organizations have towards their internal and external stakeholders are inevitable, especially in an environment where the growth of relationships with focus on trust, transparency, collaboration, and long-term partnerships. Partnerships are key to differentiation. The escalation of service growth has further emphasized the importance of ethics and sustainability to create a service ecosystem that allows ethical considerations and sustainable solutions to service delivery.

Suggested Citation

  • Naushaba Chowdhury & Pravin Balaraman & Jonathan Liu & Ibrahim Sirkeci & Jonathan A. J. Wilson, 2025. "Ethics and Sustainability in B2B Marketing," Springer Books, in: Essential B2B Marketing Strategies, chapter 0, pages 73-89, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91104-0_5
    DOI: 10.1007/978-3-031-91104-0_5
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