Regenerative Marketing Communications Planning : a short term plan for Camun SpA
Subida, Gustavo (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121034175
https://urn.fi/URN:NBN:fi:amk-2024121034175
Tiivistelmä
In a time marked by geo-political instability, the way we do business must be re-evaluated. Research has shown that business activities, such as marketing communications, play an important role in the constant planetary degradation, possibly, by manipulating people into unsustainable consumerism. This being true, could business be used to promote eco-social regeneration instead? This thesis examines theories, guidelines and principles related to marketing communication planning, and regeneration. The goal was to investigate how to integrate regenerative practices into marketing communications planning, to produce a short-term marketing communications plan, with recommendations for a regenerative approach, for the case company - Camun SpA.
This qualitative study begun by using literature from business and regeneration books and journals to understand traditional approaches to marketing communications planning, such as those described by Kotler & al., and regenerative theories, such as those described by Hutchins & Storm, Hahn & Tampe and Reed. Then, by using purposive sampling, five semi-structured interviews were conducted with communications and regeneration professionals, to validate the use of regenerative principles in business practices, especially in marketing communications. The qualitative data analysis was performed using MAXQDA24, followed by manual coding.
The analysis showed a significant relationship between regenerative business practises and regenerative theories. Furthermore, the analysis showed that non-traditional concepts such as deep-listening, as well as patterns of creativity, rhythm and polarity based on living systems theory are crucial in maintaining a regenerative strategy.
On this basis, the use of a blend of regenerative communication practices and more traditional marketing communication planning approaches is recommended. The outcome of such blended practises is expected to have a positive impact on maintaining Camun’s business sustainability and contributing to eco-social regeneration of Camun and its stakeholder ecosystem.
This qualitative study begun by using literature from business and regeneration books and journals to understand traditional approaches to marketing communications planning, such as those described by Kotler & al., and regenerative theories, such as those described by Hutchins & Storm, Hahn & Tampe and Reed. Then, by using purposive sampling, five semi-structured interviews were conducted with communications and regeneration professionals, to validate the use of regenerative principles in business practices, especially in marketing communications. The qualitative data analysis was performed using MAXQDA24, followed by manual coding.
The analysis showed a significant relationship between regenerative business practises and regenerative theories. Furthermore, the analysis showed that non-traditional concepts such as deep-listening, as well as patterns of creativity, rhythm and polarity based on living systems theory are crucial in maintaining a regenerative strategy.
On this basis, the use of a blend of regenerative communication practices and more traditional marketing communication planning approaches is recommended. The outcome of such blended practises is expected to have a positive impact on maintaining Camun’s business sustainability and contributing to eco-social regeneration of Camun and its stakeholder ecosystem.