Alcance y gestión de la huella de carbono como elemento dinamizador del branding por parte de empresas que implementan estas prácticas ambientales en Colombia /Scope and management of carbon footprint as a driving force of branding for companies implementing these environmental practices in Colombia

This research aims at exploring the use of the carbon footprint (CFP) as a tool for brand building for companies in Colombia. A method of exploratory design with in-depth interview technique was implemented. Among the results found, the ecological marketing and branding are an opportunity for the po...

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Bibliographic Details
Published inEstudios gerenciales Vol. 32; no. 140; p. 278
Main Authors Páez, Irma Chacón, Vargas, Ana C Pinzón, Cortázar, Leonardo Ortegón, Berrio, Sandra Patricia Rojas
Format Journal Article
LanguageSpanish
Published Santiago de Cali Universidad Icesi 01.07.2016
Subjects
Brand image
Carbon footprint
International markets
Licenses
Management
Marketing
Studies
Colombia
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Summary:This research aims at exploring the use of the carbon footprint (CFP) as a tool for brand building for companies in Colombia. A method of exploratory design with in-depth interview technique was implemented. Among the results found, the ecological marketing and branding are an opportunity for the positioning of companies using the CFP, even though the decision to present this as a differential or a competitive advantage is not included in future projects companies subject to this study, as there are external factors that could change or harm their image, contrary to what was previously indicated by the literature in this field. Future research line should explore the consumer's perspective and analyze international market compared with Colombian dynamics.
ISSN:0123-5923
DOI:10.1016/j.estger.2016.08.004