Literature review about a journal article Example | Topics and Well Written Essays - 750 words

About a journal article - Literature review Example 50 - 64). For a certain amount of time, now, the activity of marketing is long being attributed with understanding environmentally aware consumers as well as devising strategies to connect with such consumers. In the domains of marketing as well as strategic management, it is often highlighted that the process of decision making by the managers should also include the environmental issues which include ideas on sustainability of the environment as well as conservation of the resources. It is important to state that by the process of addressing the worries of both the consumers as well as the manager in regards to natural as well as physical environment, the organizations can expect to attain a better performance in business along with the enhancement of its reputation. In the current days, while the significance of sustainable environment in connection to competitive advantage and business performance is better perceived, the research initiatives for various strategies to implement s ustainable environment based corporate programs for the business to business segments are in their stages of infancy. This particular paper on industrial marketing management shed light on the domain of business to business marketing and intends to develop a framework which highlights the marketing role in sustainable supply chain strategies. Summary From the theoretical aspects, sustainable development is explained as the line of development which fulfils the needs of the current generation without destroying the capacity of the upcoming generation to fulfil their needs. However, some experts feel that the factor of business interest as well as the society’s interest overlap with each other to a great extent. This process of overlapping is referred to as the sustainability sweet spot. In linking environmental sustainability with marketing, it needs to be stated that the large business customers are often more credible in implementing environmentally friendly policies in othe r firms with which they are engaged in a transactional manner (Drumwright, 1994, p. 1- 19). The business customers often has the larger power in creating the pressure on multiple smaller and dependent firms to opt for environmental friendly measures and thereby develop and build eco-friendly products. Critique From the critique’s point of view, it is important to focus on the sustainable market framework that is discussed in this paper. The framework is being built by relying on two very important objectives of sustainable environment. The first objective is that when firms do manufacture optimum number of units with regards to the demand in hand, the factor of over production is being negated which helps in lower levels of product disposition. This creates a sustainable environment, which is commonly referred to as the reduced surplus supply strategy. The second objective is in connection to the reduction of number of products which requires recycling. This strategy which is termed as reducing reverse supply, highlights that firms should concentrate on developing repairable products along with more extensive recycling as well as remanufacturing strategies. The implementation of the reduced surplus supply strategy, which is based on the Build To Order (BTO) concept, brings into focus that the challenges associated with inculcating changes in the product design and manufacturing process. The set up costs are