This research is focused on studying the impact of ethical marketing practices on value- adding product sustainability and customer brand relationship sustainability. It further investigates the
Purpose This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting.
The global coffee sector has seen a transformation towards more sustainable forms of production, and, simultaneously, the continued dominance of mainstream coffee firms and practices. We examine this
This paper investigates the difficulties of creating economic, social, and environmental values when operating as a hybrid venture. Drawing on hybrid organizing and sustainable business model
Organizations live a marketing and communicative conflict. In addition to the globalized market, there is a consumer demand for cheaper, more accessible and utilitarian products. There is also the