Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors

IF 4.8 2区环境科学与生态学 Q1 ENVIRONMENTAL SCIENCES

Climate Risk Management Pub Date : 2025-01-01 DOI:10.1016/j.crm.2025.100700

Maryam Asgharinajib , Davood Feiz , Morteza Maleki MinBashRazgah , Azim Zarei , Shahryar Sorooshian

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引用次数: 0

Abstract

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.

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应对气候变化的战略营销能力：企业对企业部门的框架

本研究考察了企业对企业（B2B）关于气候变化的营销能力，旨在填补战略营销文献中的空白。采用扎根理论方法并对伊朗B2B公司高管进行深入访谈，确定了三个关键能力：气候能力建设、沟通催化剂和气候绿色主义。气候能力建设侧重于风险意识和加强基础设施，沟通催化剂侧重于动员可持续叙事和与利益攸关方接触，气候绿色主义强调供应链创新和产品开发。研究结果表明，这些能力协同作用有助于增强公司的弹性和可持续性。这项研究增加了B2B营销和气候变化的科学论述。它提供了实用的见解，以帮助B2B公司，特别是发展中国家的公司，调整其战略以适应环境条件并确保可持续的绩效。

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来源期刊

Climate Risk Management Earth and Planetary Sciences-Atmospheric Science

CiteScore

8.20

自引率

4.50%

发文量

审稿时长

30 weeks

期刊介绍： Climate Risk Management publishes original scientific contributions, state-of-the-art reviews and reports of practical experience on the use of knowledge and information regarding the consequences of climate variability and climate change in decision and policy making on climate change responses from the near- to long-term. The concept of climate risk management refers to activities and methods that are used by individuals, organizations, and institutions to facilitate climate-resilient decision-making. Its objective is to promote sustainable development by maximizing the beneficial impacts of climate change responses and minimizing negative impacts across the full spectrum of geographies and sectors that are potentially affected by the changing climate.