Iniciativas de marketing social en el pequeño comercio catalán y su impacto en la rentabilidad empresarial: sobre limitaciones, oportunidades y palancas clave del modelo de negocio del adoptante
- Autores: Jesús Viscarri Colomer
- Directores de la Tesis: Juan Soriano Llobera (dir. tes.), Francisco Javier LLovera Sáez (dir. tes.)
- Lectura: En la Universitat Politècnica de Catalunya (UPC) ( España ) en 2015
- Idioma: español
- Tribunal Calificador de la Tesis: Fernando Casado Juan (presid.), Carolina Consolación Segura (secret.), Bernardo López-Pinto Ruiz (voc.)
- Materias:
- Enlaces
- Tesis en acceso abierto en: TDX
- Resumen
The motivation for this study is based on the inclusion of social marketing actions in the business model of small businesses. Whether these initiatives arise from social scrutiny or leaders¿ commitment, they provide a return by improving positioning, reinforcing customer service and, in short, boosting sales. Without doubt, both academic and business literature has recognized such policies and the returns provided for large companies. Swayed by this, some small retailers have willingly adopted similar policies, carrying out actions recognized by some stakeholders that have a positive influence on their buying decision. This study discusses the strategic and social model's key levers as encouragement for the rest of the companies in the non-adopting group which keep on operating at the mercy of consumer trends monopolized by category leaders.
