Global Marketing Management, 6th Edition

HAPTER OVERVIEW

1. GLOBAL CORPORATE CITIZENSHIP
2. MAJOR AREAS OF CSR
3. THE CASE FOR SUSTAINABILITY
4. CHALLENGES FOR SUSTAINABILITY STRATEGIES
5. SUSTAINABLE MARKETING AND GLOBAL CONSUMERS
6. DEVELOPING AND IMPLEMENTING A SUSTAINABLE STRATEGY
7. GLOBAL STAKEHOLDER ENGAGEMENT PROGRAMS
8. SUSTAINABLE MARKETING MIX POLICY FOR THE GLOBAL MARKETPLACE
9. CRISIS MANAGEMENT AND CONSUMER BOYCOTTS

In the past, Dutch-based Royal DSM was known as a chemicals company. These days the company, which had a 2012 revenue of €9.1 billion, describes itself as a global materials and life sciences company active in health, nutrition, and materials. Its customers include world-class food and beverage companies and major cosmetics manufacturers. Sustainability has become a key driver of the company's business. The company identified three global trends that will drive its operations in the future: (1) health and wellness (ageing population, rising healthcare costs, food security), (2) global shifts (population growth, urbanization, wealth gap), and (3) climate and energy challenges (resource constraints, energy security, sustainability). It has embarked on several initiatives to meet these key challenges. For instance, as far back as 1999, DSM opened a plant in Georgia in the United States to take nylon carpets and recycle them ...