Strategic marketing capacities for climate change resilience: A framework for business-to-business sectors
This study examines business-to-business (B2B) marketing capabilities about climate change and aims to fill gaps in the strategic marketing literature. Using a grounded theory approach and conducting in-depth interviews with B2B company executives in Iran, three key capabilities were identified: cli...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-01-01
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| Series: | Climate Risk Management |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2212096325000142 |
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