The end of green-washing: Business opportunities for FMCG companies based in sustainability

Accounting & Marketing

ISSN: 2168-9601

Open Access

The end of green-washing: Business opportunities for FMCG companies based in sustainability

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Belen Derqui

University of Barcelona, Spain

Scientific Tracks Abstracts: J Account Mark

Abstract :

The book is an introduction to sustainability for FMCG managers. It includes a summary of top facts on sustainability as well as an introduction to main concepts and history milestones on sustainable development. It gives accurate and up to date facts and trends on energy, water, soil and food and tackles the expected impacts of climate change, pollution and waste management on business management. Each chapter includes an interview with the CEO or a top manager of leader manufacturing companies such as Coca-Cola, Unilever, Schneider Electric, Repsol, Acciona and Renova among others. The book also includes the opinion of organizations such as UN├?┬┤s Global Compact or Zeri and the view of leader retailers such as Wal-Mart and the Spanish discounter DIA%. It also offers a more academic view through the opinion of two IESE Business School PhD professors. They all offer us their vision on sustainability from its three dimensions: economic, social and environmental as well as how they feel it affects their present strategies and future performance. The book concludes that companies will need to take sustainability metrics into consideration in the near future if they want to be competitive. Most of the cases shared in the book show how businesses that take the lead in sustainability are already benefiting from a competitive advantage in their markets.

Biography :

Belén Derqui graduated in Economics from University of Valencia and holds an MBA from ESADE Business School. She works as a consultant on Sales Development for FMCG companies. She is also a Professor at University of Barcelona.


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