Relationship Marketing and Sustainable Development : A Qualitative Case Study to Explore the Role of Relationship Marketing

Abstract: Humanity as for now is living in the future and sustainability issues are the daily challenges for the planet, and not a future problem any longer. The trend for sustainable development is pointing in the wrong direction and the pressure on natural resources is increasing. Research suggests stakeholders demand and reward responsibility from companies. The work for sustainable development requires extensive cooperation between companies, and people. Adopting a stakeholder perspective and meeting demands of various stakeholder groups means that companies today have even more relationships that they engage in than before. Companies rely on each other to be able to make an impact. An individual alone cannot make any changes but rather the society needs to act united to deal with these sustainable issues our world faces. Earlier studies emphasize that relationship marketing has the potential to assist sustainable efforts positively. Therefore, the purpose of this study is to understand the role of relationship marketing in the sustainable development context, focusing on customers’ and the network’s view on sustainability. The theoretical framework is based on relationship marketing, co-creation and the key mediating variables of relationship marketing model and was inspired by both the empirical data and previous research. Further, to explain sustainable development, concepts such as stakeholder perspective and triple bottom line were used. To achieve the study’s purpose, empirical data was collected through conducting an inductive qualitative case study using non-probability sampling in the outdoor furniture industry. Data collected consists of field observations and semi-structured interviews. Data was processed and analyzed through transcription and coding. Findings imply strong relationships and cooperation are essential for effective sustainable efforts. The concept of sustainable development is diffuse and difficult to grasp. It was also implied that there is a disconnect in shared core values regarding sustainability between the business network and the market in this case study. However, theory suggests the role of relationship marketing is to push the narrative of sustainability, even if demand is low. Practical implications and recommendations suggest adopting co-creation processes to increase mutual learning and understanding of complex concepts such as sustainable development.