RT info:eu-repo/semantics/article
T1 Sustainability marketing strategies of companies in Mexico
T2 Estrategia de Marketing de Sostenibilidad en las empresas de México
A1 Morales-González, Maria G.
A1 Ayup González, Jannett
A1 Huerta Zavala, Pilar Angélica
K1 Strategies
K1 Marketing
K1 Sustainability
K1 Sustainability reports
K1 Value chain
K1 Estrategias
K1 Marketing
K1 Sostenibilidad
K1 Informes de sostenibilidad
K1 Cadena de valor
K1 Marketing
AB To bridge the gap in the sustainability marketing literature, this research aims to identify sustainability marketing strategies (SMS) in companies through their sustainability reports in Mexico. The empirical analysis used data from 47 firms from different sectors listed on the Mexican Stock Exchange (MSE) and from corporations published in the Global Reporting Initiative (GRI) database. Through content analysis and cluster analysis, it was identified that enterprises are adopting SMS, addressing the stakeholders in their value chain: sourcing, production and distribution. However, most of them are at an adoption stage, focusing their efforts on implementing sustainability practices in their sourcing and production activities, leaving distribution as an area of opportunity. This research is based on companies from an emerging economy country, contributing direct data obtained from their published reports as an approach to the phenomenon of sustainability in marketing. Future studies could compare companies from developed and developing countries.
PB Universidad del Valle
SN 0120-4645
YR 2022
FD 2022-01
LK https://hdl.handle.net/10259/11044
UL https://hdl.handle.net/10259/11044
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 17-abr-2026