Sustainable customer development strategies in Nordic countries
Valeh, Majid (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024082924546
https://urn.fi/URN:NBN:fi:amk-2024082924546
Tiivistelmä
This thesis explores sustainable customer development strategies within Nordic countries, highlighting the complex relationship between customer engagement strategies and sustainability objectives. As businesses increasingly face the dual pressures of meeting evolving customer expectations and addressing environmental challenges, this study underscores the necessity of aligning business practices with societal well-being.
By synthesizing existing literature and empirical data, key themes such as circular economy principles, responsible consumption, and stakeholder collaboration are identified as central to sustainable customer development strategies. Theoretical frameworks, including the Triple Bottom Line and the Theory of Planned Behaviour, are employed to understand the motivations behind sustainable customer engagement, with contributions from scholars like Kotler, Keller, and Elkington providing a foundation for the analysis. These frameworks are further validated by empirical data collected through a questionnaire distributed to experts in the field, with insights gathered from 37 experts across the Nordic region, who were selected for their experience in sustainability within the Nordic countries and their roles in management and business development.
The findings reveal both opportunities and challenges in implementing sustainable customer engagement practices within the Nordic context. While the region's commitment to sustainability provides fertile ground for innovation, there are significant gaps in the current body of research, particularly in areas such as longitudinal studies, industry-specific analyses, and the exploration of sustainable practices within Small and Medium Enterprises (SMEs). dditionally, the influence of cultural diversity on customer engagement remains underexplored, presenting a critical area for future research. By providing a comprehensive overview of sustainable customer development, this research equips stakeholders with the knowledge needed to navigate the challenges and opportunities associated with sustainability in the Nordic context.
By synthesizing existing literature and empirical data, key themes such as circular economy principles, responsible consumption, and stakeholder collaboration are identified as central to sustainable customer development strategies. Theoretical frameworks, including the Triple Bottom Line and the Theory of Planned Behaviour, are employed to understand the motivations behind sustainable customer engagement, with contributions from scholars like Kotler, Keller, and Elkington providing a foundation for the analysis. These frameworks are further validated by empirical data collected through a questionnaire distributed to experts in the field, with insights gathered from 37 experts across the Nordic region, who were selected for their experience in sustainability within the Nordic countries and their roles in management and business development.
The findings reveal both opportunities and challenges in implementing sustainable customer engagement practices within the Nordic context. While the region's commitment to sustainability provides fertile ground for innovation, there are significant gaps in the current body of research, particularly in areas such as longitudinal studies, industry-specific analyses, and the exploration of sustainable practices within Small and Medium Enterprises (SMEs). dditionally, the influence of cultural diversity on customer engagement remains underexplored, presenting a critical area for future research. By providing a comprehensive overview of sustainable customer development, this research equips stakeholders with the knowledge needed to navigate the challenges and opportunities associated with sustainability in the Nordic context.