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Gröna aktiviteter: Att marknadsföra gröna argument i fastighetsbranschen
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Undersökningen ämnar öka förståelsen för och analysera hur fastighetsföretag marknadsför gröna argument och hur de uppfattar att intressenterna bemöter dessa.

I uppsatsen studeras följande forskningsfrågor:

* Vilka strategier används hos fastighetsföretag inom ramen för green business?

* Hur kommunicerar fastighetsföretag green business genom grön marknadsföring?

* Hur uppfattar fastighetsföretagen att intressenterna bemöter deras gröna marknadsföringsargument?

Abstract [en]

The study intends to increase the understanding of and to analyze how real-estate companies market green arguments and how they perceive that stakeholders respond to these.

The paper studied the following research questions:

* What strategies are used by real-estate companies within green business?

* How do real-estate companies communicate green business through green marketing?

* How do the real estate companies perceive that stakeholders respond to their green marketing pitch?

Place, publisher, year, edition, pages
2014.
Keyword [en]
Green marketing, green arguments, real-estate companies, green business, greenwash
Keyword [sv]
Grön marknadsföring, gröna argument, green buisness, greenwash, fastighetsbranschen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-17094Archive number: FE1: 91/2014OAI: oai:DiVA.org:hig-17094DiVA: diva2:727775
Subject / course
Business administration
Educational program
Real estate management
Supervisors
Examiners
Available from: 2014-07-01 Created: 2014-06-23 Last updated: 2014-07-01Bibliographically approved

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Gröna aktiviteter(1055 kB)413 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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