Welche Potenziale die Digitalisierung für ein suffizienzförderndes Marketing bringt

Abstract

Es klingt paradox: Gewinnorientierte Unternehmen unterstützen mit ihrem Marketing suffizientes Konsumverhalten. Aufgrund zunehmender Nachhaltigkeitsherausforderungen steigen auch die Anforderungen an Unternehmen, und die Digitalisierung bietet neue Möglichkeiten für ein suffizienzförderndes Marketing.

Sustainable business model archetypes for the electric vehicle battery second use industry: Towards a conceptual framework

“…As this short paper has only looked into the impacts on value proposition and value creation between a company and its customers, further research could expand the proposed framework by looking into other elements of sufficiency-based business models, such as value delivery and capture. Digital marketing as a communication channel for sufficiency-based practices bears potential for further exploration (Gossen & Schrader, 2018). The impact of value creation for sufficiency on other stakeholders should also be taken into consideration (Freudenreich, Lüdeke-Freund, & Schaltegger, 2019).…”

“…Sufficiency as a business strategy aims not only at reducing resource consumption on a corporate level, but foremost at providing products and services that moderate end-user consumption to encourage consumers to do more with less Gossen & Schrader, 2018;Reichel, 2013). This includes reducing consumers' absolute material and energy use, while avoiding sufficiencyrelated rebound effects (Reichel, 2018b).…”

“…Empirically observable sufficiency-based business model initiatives focus on decluttering, slow movement, de-commercialization (or subsistence), and unbundling towards more regionalization (Sachs, 2015;Schneidewind & Zahrnt, 2014, based on Sachs, 1993). This includes for example sharing, contracting, extending products' lives, slow streaming, slow travel, re-learning skills, opensource initiatives, volunteering and a local supply chain and products (Gossen & Schrader, 2018;Paech, 2007;Schneidewind & Palzkill, 2012). Another sufficiencyoriented strategy is the dematerialization and tertiarization, i.e.…”

“…Again, this requires a close collaboration between the company and consumers, in which not only the functions of a product or service are developed together, but also a common understanding of the meaning behind this product and service. It implies not only a communication from the company to the customer, but a dialogue between the two parties (and other stakeholders as well) that shapes the value creation process, but also impacts and possibly changes the value proposition of a business (Fuentes, 2015;Gossen & Schrader, 2018;Griese & Halstrup, 2013;Reichel, 2018a).…”

What use is it really for sustainability? Potentials and impacts of peer-to-peer sharing in the domains of accommodation and mobility

“…Replacing the personal handover of keys in this fashion could simplify the use of private car sharing. A new and promising approach for peer-to-peer sharing platforms to support sufficient consumption is to apply digital marketing tools for such behaviors (Gossen and Schrader 2018). Practically, the classic 4P of the marketing mix (product, promotion, price, place) (Kotler 2018) aims at helping consumers to increase their well-being and enhance the "enough" of consumption (Gossen et al in press) and can also be applied to strengthen peer-to-peer sharing practices in a sufficiency manner.…”