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Marketing and the Sustainable Development Goals: Case Studies from Egypt

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Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs (AMSAC 2022)

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Abstract

This research aims to explore the relationship between marketing and sustainability in companies operating in Egypt by assessing the nature of the involvement of the marketing function in sustainability practices. An exploratory study was deployed by interviewing the representatives of 10 companies and analyzing the sustainability reports of these companies. Purposive criterion sampling was applied to select companies which were guaranteed to be implementing sustainability practices and reporting on them. The findings of the study indicated that the marketing function of companies operating in Egypt only gets involved with sustainability practices that concern consumers. Furthermore, the findings of this study augment current literature on understanding the relationship between CSR and sustainability. This study showcases how CSR is evolving and shifting with the advent of the sustainability concept.

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Author information

Authors and Affiliations

  1. University of Prince Edward Island – Cairo Campus, Giza, Egypt

    Yasmin Anwar Abdou

  2. The German University in Cairo, New Cairo, Egypt

    Noha El-Bassiouny

Authors
  1. Yasmin Anwar Abdou
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  2. Noha El-Bassiouny
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Corresponding author

Correspondence to Yasmin Anwar Abdou .

Editor information

Editors and Affiliations

  1. Marketing, SKEMA Business School, Lille, France

    Bruna Jochims

  2. College of Business Administration, Nicholls State University, Thibodaux, LA, USA

    Juliann Allen

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Abdou, Y.A., El-Bassiouny, N. (2023). Marketing and the Sustainable Development Goals: Case Studies from Egypt. In: Jochims, B., Allen, J. (eds) Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs. AMSAC 2022. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-031-24687-6_20

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