Date of Award

Fall 2020

Document Type

Thesis

Supervisor

Graham Glanville

Abstract

A sustainable business model generates competitive advantages through the incorporation of values and mission at social media platforms, especially in the clothing sector which is the second most pullulated in the world, by changing business supply chain can impacted environmental positively to save the planet. This case study examines how Patagonia apply triple bottom line in its marketing strategy, by analysing how having an ethical awareness drives brand engagement and the evaluation of the most appropriate Patagonia social media platform (YouTube, Facebook and Instagram) from driving the sustainability. The findings of both questions will lead to building hypothesis regarding if sustainable drives engagement and the most suitable social media. The goal of this research is to develop awareness, which can be used to integrated non sustainable organisations into their business model, while generate profit.

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Applied Business Research Projects

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