Print Email Facebook Twitter Dissemination of the Linked-benefit Strategy in Sustainable Marketing Title Dissemination of the Linked-benefit Strategy in Sustainable Marketing Author Wever, R. Goemans, M. Bork, S. Faculty Industrial Design Engineering Department Design Engineering Date 2009-12-09 Abstract Multinationals wanting to sell eco-friendly products are advised by the green-marketing literature to apply a socalled linked-benefit strategy [1, 2, p.121], which describes attributes of a product (or service) that are positive for the environment and links those to benefits for the consumer (e.g. convenience, cost-savings). This paper reviews current-day practice in green marketing, and assesses the dissemination of the linkedbenefit strategy. First, a review is made of advertisements in the wider media. Subsequently, two specific industries are reviewed, namely the automotive industry and the detergent industry. Several companies within these industries are studied, by reviewing corporate websites, all their national websites as well as their television commercials. Most interesting results are the differences in the application of the linked-benefit strategy in different geographical regions. The strategy is mostly used in targeting the European market. Furthermore, there are also differences in the frequency of use of the strategy among the different companies in the industries. Overall they use linked-benefit in a maximum of 50% of their advertising. The higher percentages are found in the laundry detergent industry. Subject green marketinglinked benefitautomotivedetergentsadvertising To reference this document use: http://resolver.tudelft.nl/uuid:e62dc82d-7c30-4c36-87c3-90f216b0f82c Publisher the Japan Society of Mechanical Engineers ISBN 9784888981927 Source EcoDesign 2009_the 6th International Symposium on Environmentally Consious Design and Inverse Manufacturing Part of collection Institutional Repository Document type conference paper Rights (c) 2009 Wever, R., Goemans, M., Bork, S. Files PDF 100187_thesis.pdf 1.5 MB Close viewer /islandora/object/uuid:e62dc82d-7c30-4c36-87c3-90f216b0f82c/datastream/OBJ/view