The improvement of B2B marketing communication practices for corporate sustainability activities

Details

Supervisors

Prof. Valérie Swaen

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This paper addresses the research problem – how to improve B2B marketing communication practices for corporate sustainability activities. The object of the study is B2B marketing communication practices, and the aim is to propose the best marketing communication practices for corporate sustainability activities in the B2B sector. To achieve this goal, the research encompasses theoretical and empirical investigations and proposes recommendations for improvement. Based on concepts derived during the scientific literature analysis, the study formulates two primary hypothetical statements with a total of nine sub-hypothetical statements. HS1: Message content improvement has a positive influence on BTB marketing communication practices. HS2: Message intent improvement has a positive influence on BTB marketing communication practices. The methodology includes scientific literature analysis, qualitative comparative case study and semi-structured open-ended expert interviews. The results of the study indicate mixed support for the first hypothetical statement, with some sub-hypotheses being supported, partially supported, or rejected. However, the second hypothetical statement and its sub-hypotheses received overall support. The research aligns with prior scientific literature, although minor differences were observed. Conclusions: Based on the research findings, several practical implications are proposed. These recommendations focus on message content and intent improvement to create a positive influence on BTB marketing communication practices. Key ideas include focus on alignment between sustainability causes and the business itself, thought leadership and education. This paper is research-oriented final master thesis.