DOI: 10.5176/2251-2349_HRM&PD09
Authors: Max Ruhwinkel, Prof Dr. Klaus D. Wilde
Abstract:
Manufacturers are increasingly offering and promoting sustainable products and/or services (i.e., goods that have a beneficial social and/or ecological effect), but so far there is no holistic approach that establishes sustainability orientated customer relationship management (susCRM) that exceeds mainstream marketing. This interdisciplinary research concept describes the current status of the research on sustainability (marketing), its development and possible linkages to the wider CRM and the stakeholder management. On the basis of the appropriate problem definitions, research questions are being generated to guide the research project and flow in order to form a strategic and procedural model. When selling a sustainable product and/or service, a company also has to remodel its CRM-activities, including e.g. fair customer and employee treatment, as well as the integration of new sustainability orientated processes.
Keywords: innovation management; sustainability; sustainable customer relationship management; change management
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