Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Greening the marketing mix: A case study of the Rockwool Group
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group.

Background: The Rockwool Group is the world’s leading producer of stone wool. It consists of twenty-one factories in three continents and its primary business area is within insulation. The Rockwool Group’s products improve the quality of life and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain.

 

Problem: Today many companies want to improve their greenness. A way to do this is by greening the marketing mix. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix.

 

Methodology: The data collection consists of several semi-structured interviews with employees from different departments. The authors interviewed employees from three subsidiaries from different parts of the world – Scandinavia, North America and the Balkans.

Conclusions: Through the case of the Rockwool Group the authors have explored how to green the marketing mix. This has shown that product, place and promotion have several factors that can be greened. However, this specific case study only shows how prices set a premium are greened. Another case focusing on standard prices can provide further suggestions to green the price.

Place, publisher, year, edition, pages
2010. , 61 p.
Keyword [en]
Green marketing, marketing mix, green marketing strategies
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-12777OAI: oai:DiVA.org:hj-12777DiVA: diva2:329044
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-08-03 Created: 2010-07-07 Last updated: 2010-08-03Bibliographically approved

Open Access in DiVA

fulltext(1046 kB)6884 downloads
File information
File name FULLTEXT01.pdfFile size 1046 kBChecksum SHA-512
22d0a4042a94e4a71b6f9e56fe1e57ea80899732710ca6b8f567b667c586adf33bfea11f4e848426ed03499b3a7ae341bb9b76cb77f15699285a25162c9e6457
Type fulltextMimetype application/pdf

By organisation
JIBS, EMM (Entrepreneurship, Marketing, Management)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 6884 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1523 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf