How can sustainability be a win for companies

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Table of Contents

Introduction        3

B2B marketing at the root of the three areas of CSR        3

Benefits of sustainability for B2B companies:        4

1.        Better performing and more productive companies:        4

2.        Improve the image of a company:        4

3.        Enhance relationship with clients:        4

Example of a Moroccan company:        4

Conclusion        5

Webography

https://www.mckinsey.com/business-functions/sustainability/our-insights/the-business-of-sustainability-mckinsey-global-survey-results

http://www.csrinpractice.com/what-is-csr/

https://www.coursehero.com/file/p2lktlkc/Encourages-both-professional-and-personal-development-Providing-employees-with/

https://www.iam.ma/Lists/Publication/Attachments/66/RADD2014_EN.pdf

Introduction

B2B marketing or "business to business marketing" brings together all of the marketing techniques used in the context of inter-company trade. It is generally based on the same techniques as B2C marketing, with the necessary adaptations to the specific characteristics of B to B commerce.

When we talk about sustainability, we should mention the CSR approach, which means that companies take into account concerns related to sustainable development in their activities. It consists, for a company, in integrating social and environmental concerns into its operational activities and into the management strategy that it implements.

In this report we will explain how the CSR approach can be beneficial for Business to Business (B2B) companies, by talking about B2B marketing at the root of the three areas of CSR, the benefits of CSR for B2B companies and finally we will give an example of a Moroccan company.

B2B marketing at the root of the three areas of CSR

CSR covers three essential areas: environmental protection, business ethics, and sustainable development referring to (Kolk, 2016). B to B marketing is at the root of these three areas, and CSR presents itself as a double opportunity.

Regarding the environment, many B to B companies are the "ingredient brands": they produce components such as cement, chemical molecules, microprocessors, heavy metals, etc. which will be exploited in B to C products. The B to B macro sector is upstream of the sectors of most economic activities: raw materials, ores, components, or machines. It encompasses a range of industries such as metallurgy, chemistry, mechanics, transportation, carbon producers and destroyers of the environment. It is their laboratories that mainly create new technologies, more or less polluting, sold to B2B companies. Their activities are the main source of damage to the environment.

Regarding business ethics, the major contracts liable to misappropriation are always carried out in the B to B sector: armaments, petroleum, engineering, mining industry, and other. The announcements reach this sector at the heart. Finally, sustainable development seeks to create new business models based on the long term, the relationship of trust, the removal of excesses such as false, untimely and intrusive communication or planned obsolescence. Here, the cultures of B to B companies are very varied: the sale of a batch of raw material only once to

a distant customer via an e-commerce platform may tempt certain players to conclude a contract with the "snatch" Leaving a "scorched earth" of dissatisfied customers.

Benefits of Sustainability for B2B companies:

1. Better performing and more productive companies:

Sustainability is one of the performance levers of a company allowing it on the one hand to efficiently manage its operations, and this, thanks to a reduction in the consumption of energy, water and raw materials, a reduction in waste (consequently, losses) for recycling as well as for the progressive substitution of non-renewable materials. On the other hand, it will also serve to better anticipate and control risks, whether they are social, environmental, legal or economic.

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