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Title: | Redefining marketing for small sustainable retail companies: The case of Infinit Denim |
Author: | Benedí Rius, Aina |
Director/Tutor: | Serrano, Mònica (Serrano Gutiérrez) |
Keywords: | Empreses multinacionals Moda Màrqueting social Treballs de fi de grau International business enterprises Fashion Social marketing Bachelor's theses |
Issue Date: | Feb-2021 |
Abstract: | [eng] The world of retail is becoming increasingly competitive and words like "sustainability" are
often used to identify not only the products, but also the brands and, consequently, the
companies behind them. For this reason, it is necessary to distinguish and redefine the
marketing used by those really sustainable companies that base their value chain on social,
environmental and economic actions in order to add value to Earth planet. So that, a
marketing plan has been made using social and sustainable marketing for Infinit Denim, a
small Catalan company that aims to change the patterns of fashion consumption through
upcycling techniques. [cat] El món de la venda al detall és cada vegada més competitiu i sovint s’utilitzen paraules com “sostenibilitat” per identificar no només els productes, sinó també a les marques i, conseqüentment, a les empreses que hi ha al darrere. Per aquesta raó, cal distingir i redefinir el màrqueting utilitzat per aquelles empreses realment sostenibles que basen la seva cadena de valor en les accions socials, mediambientals i econòmiques per tal d’aportar un valor afegit al planeta Terra. Així doncs, s’ha desenvolupat un pla de màrqueting utilitzant el màrqueting social i sostenible per Infinit Denim, una petita empresa catalana que pretén canviar els esquemes del consum de la moda mitjançant tècniques de suprareciclatge. |
Note: | Treballs Finals del Grau d'Empresa Internacional, Facultat d'Economia i Empresa, Universitat de Barcelona, Curs: 2020-2021 , Tutor: Mònica Serrano Gutiérrez |
URI: | http://hdl.handle.net/2445/176404 |
Appears in Collections: | Treballs Finals de Grau (TFG) - Empresa Internacional |
Files in This Item:
File | Description | Size | Format | |
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TFG_Aina_Benedi_20071181.pdf | 3.33 MB | Adobe PDF | View/Open |
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