Environmental, Social, And Governance (ESG) Consider-ations In Retail: An Analysis Of Green Marketing Strate-gies In The Consumer Electronics

Abstract

The prosperity of any enterprise hinges on its marketing endeavours. ESG investing and green marketing targeting consumer electronics offer a fresh perspective on reconciling these conflicting agendas. This study is centred around researching these themes. The contemporary techniques of brand management and marketing were established in the 1950s by Procter & Gamble, General Foods, and Unilever as a response to advancements in products offered by their rivals. The company's competitive strategies and advantages are outlined in its strategy and efforts to solve environmental, social, and governance (ESG) challenges. A firm's strategy is the detailed plan that top-level management uses to achieve its objectives. A business strategy can be defined as the comprehensive roadmap towards achieving an optimal future state. Competitive strategy, as described by Porter in his 1996 HBR essay, revolves around the concept of being distinctive and unparalleled.^[1] It involves, in his view, choosing a different mix of value-adding pursuits. Marketers are perpetually on the lookout for fresh revenue streams. We use customer data to improve our current solutions and create new ones from the ground up. Marketing creates distribution and communication strategies to communicate value. Green practices and ESG practices are two of several advertising strategies used by companies.^[2] This study dives into the significance of ESG (environmental, social, and governance) investing for electronic enterprises in particular and reviews green practices in corporate and retail settings. It also examines the long-term implications of these investments. Environmental, Social, and Governance (ESG) considerations informed the proposal of a model.