| Keywords [eng] |
sales approaches, business performance, performance outcomes, consumer electronics, sustainability, green, eco-labelling, green labelling |
| Abstract [eng] |
This thesis investigates the impact of various sales approaches on the performance outcomes of sustainable consumer electronics companies. In response to growing environmental concerns and regulatory pressures, many firms in the consumer electronics sector are adopting green labeling practices. Despite extensive research on sales strategies and green labeling individually, there is limited understanding of how sales approaches influence performance in the context of green- labeled products. Using a multiple-case study approach with embedded units of analysis, combined with a multi-method qualitative design, this study explores both environmentally-centered and non-environmentally centered sales approaches within green-labeled consumer electronics companies in the European Union. Contrary to the initial assumptions, the study concludes that green-labeled consumer electronics companies do not consistently adopt distinct environmentally-centered sales approaches compared to their non-green counterparts. Instead, traditional sales strategies utilised in the inductry help to improve financial outcomes, environmental performance, customer satisfaction, loyalty (all in line with the triple bottom line framework), and regulatory compliance. However, its influence on market competitiveness appears limited, and therefore, the hypothesis regarding sustainability’s impact on competitive advantage cannot be fully supported. |
