Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors
This study examines business-to-business (B2B) marketing capabilities about climate change and aims to fill gaps in the strategic marketing literature. Using a grounded theory approach and conducting in-depth interviews with B2B company executives in Iran, three key capabilities were identified: cli...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-01-01
|
| Series: | Climate Risk Management |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2212096325000142 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850122224519872512 |
|---|---|
| author | Maryam Asgharinajib Davood Feiz Morteza Maleki MinBashRazgah Azim Zarei Shahryar Sorooshian |
| author_facet | Maryam Asgharinajib Davood Feiz Morteza Maleki MinBashRazgah Azim Zarei Shahryar Sorooshian |
| author_sort | Maryam Asgharinajib |
| collection | DOAJ |
| description | This study examines business-to-business (B2B) marketing capabilities about climate change and aims to fill gaps in the strategic marketing literature. Using a grounded theory approach and conducting in-depth interviews with B2B company executives in Iran, three key capabilities were identified: climate capacity building, communication catalyst, and Climatic Greenism. Climate capacity building focuses on risk awareness and strengthening infrastructure, communication catalyst focuses on mobilizing sustainable narratives and engaging with stakeholders, and Climatic Greenism emphasizes supply chain innovation and product development. Findings suggest that these capabilities synergistically contribute to strengthening the resilience and sustainability of companies. This research adds to the scientific discourse on B2B marketing and climate change. It provides practical insights to help B2B companies, especially in developing countries, adapt their strategies to environmental conditions and ensure sustainable performance. |
| format | Article |
| id | doaj-art-e77fdaa3271d4d95b6f58585792edf96 |
| institution | OA Journals |
| issn | 2212-0963 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Climate Risk Management |
| spelling | doaj-art-e77fdaa3271d4d95b6f58585792edf962025-08-20T02:34:53ZengElsevierClimate Risk Management2212-09632025-01-014810070010.1016/j.crm.2025.100700Strategic marketing capacities for climate change resilience: A framework for business-to-business sectorsMaryam Asgharinajib0Davood Feiz1Morteza Maleki MinBashRazgah2Azim Zarei3Shahryar Sorooshian4Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, IranFaculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, IranFaculty of Industrial Management, Department of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Mazandaran, IranFaculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, IranDepartment of Business Administration, University of Gothenburg, Gothenburg, Sweden; Corresponding author.This study examines business-to-business (B2B) marketing capabilities about climate change and aims to fill gaps in the strategic marketing literature. Using a grounded theory approach and conducting in-depth interviews with B2B company executives in Iran, three key capabilities were identified: climate capacity building, communication catalyst, and Climatic Greenism. Climate capacity building focuses on risk awareness and strengthening infrastructure, communication catalyst focuses on mobilizing sustainable narratives and engaging with stakeholders, and Climatic Greenism emphasizes supply chain innovation and product development. Findings suggest that these capabilities synergistically contribute to strengthening the resilience and sustainability of companies. This research adds to the scientific discourse on B2B marketing and climate change. It provides practical insights to help B2B companies, especially in developing countries, adapt their strategies to environmental conditions and ensure sustainable performance.http://www.sciencedirect.com/science/article/pii/S2212096325000142Sustainable Business PracticesMarketing StrategyMarketing Capabilities, Environmental ResilienceClimate Change Adaptation |
| spellingShingle | Maryam Asgharinajib Davood Feiz Morteza Maleki MinBashRazgah Azim Zarei Shahryar Sorooshian Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors Climate Risk Management Sustainable Business Practices Marketing Strategy Marketing Capabilities, Environmental Resilience Climate Change Adaptation |
| title | Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors |
| title_full | Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors |
| title_fullStr | Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors |
| title_full_unstemmed | Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors |
| title_short | Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors |
| title_sort | strategic marketing capacities for climate change resilience a framework for business to business sectors |
| topic | Sustainable Business Practices Marketing Strategy Marketing Capabilities, Environmental Resilience Climate Change Adaptation |
| url | http://www.sciencedirect.com/science/article/pii/S2212096325000142 |
| work_keys_str_mv | AT maryamasgharinajib strategicmarketingcapacitiesforclimatechangeresilienceaframeworkforbusinesstobusinesssectors AT davoodfeiz strategicmarketingcapacitiesforclimatechangeresilienceaframeworkforbusinesstobusinesssectors AT mortezamalekiminbashrazgah strategicmarketingcapacitiesforclimatechangeresilienceaframeworkforbusinesstobusinesssectors AT azimzarei strategicmarketingcapacitiesforclimatechangeresilienceaframeworkforbusinesstobusinesssectors AT shahryarsorooshian strategicmarketingcapacitiesforclimatechangeresilienceaframeworkforbusinesstobusinesssectors |