Customer engagement design in industrial innovation

Managing climate change risks and creating stakeholders' value via sustainability-focused B2B brand strategies

“…By engaging the customers, e.g., value chain partners in a value chain network for climate change risk mitigation efforts (Chandler & Lusch, 2015;Davey, O'Brien, Ouschan, & Parkinson, 2022), a firm may be able to generate value for its stakeholders, e.g., brand loyalty, reputation, and positive brand perceptions (Kumar & Pansari, 2016). It is argued that examining the role of customer engagement amid the climate change crisis is centripetal in B2B setting, given that customer engagement is a primary focus in B2B firms' strategies (Hollebeek, Keeling, & de Ruyter, 2022;Sands, Campbell, Ferraro, & Plangger, 2022) and unsustainable industrial practices yield and further aggravates the prevailing negative impact of climate change crisis (UNEP, 2020). In this regard, extant research asserts that engaging customers in climate change initiatives is imperative to develop sustainable solutions (Hampton et al, 2022).…”