Lars Bech Christensen

Sustainability in business from a marketing perspective

Why have the majority of companies not yet begun to integrate sustainability on a larger scale into their business strategies? In dealing with this question, we have developed and tested a theoretical model that combines a cognitive frame view with a capability perspective on company behaviour. Our analyses show that top management plays a conclusive role, provided they practise a transformational leadership style. Furthermore, the analyses show that marketing can act as a driver for the companys engagement in product responsibility and social issues. The potential for marketing to further strengthen its role in driving corporate sustainability is made apparent. The following courses are suggested: encompassing ideas and values that express a transformational perspective on leadership; integrating corporate brand management into marketings portfolio of core capabilities; becoming further engaged in accomplishing an ambidextrous innovation strategy; and ensuring that marketing is practised on the basis of a compound marketing logic.

Share of voice/share of market and long-term advertising effects

In this paper we focus on analysing relationships between share of voice and share of market for a wide variety of fmcg product categories, in the conceptual framework of John Philip Jones’ Advertising Intensiveness Curve. Data used are single-source. We show that the general relationship of a relatively larger share of voice for smaller brands and a relatively smaller share of voice for larger brands holds true. We also analyse how the level of advertising in product categories affects this relationship, and how the level of competition in the product categories alters the Advertising Intensiveness Curve.

Forbrugerens syn på virksomheders kundeklagehåndtering

Denne rapport er udarbejdet pa foranledning af Forbrugerstyrelsen i Danmark og er finansieret af Nordisk Ministerrad. Baggrunden for rapporten er det stigende antal forbrugerklager over erhvervsdri ...