Chasing sustainability marketing ambitions: A case study of Pakistan Telecommunications industry
Abstract/Description
Purpose: The purpose of this study is to explore the sustainability marketing landscape of the telecommunication industry in Pakistan to achieve SGDs goals. In doing so it will discover how and why the decision-makers of major telecom industry stakeholders shape the development and implementation of progressive sustainability marketing practices.
Study design/methodology/approach: Interpretive paradigm and case research method are used to explore the sustainability marketing development in the telecom industry through in-depth interviews of the key knowledgeable as the data collection unit. Triangulation will be done through documentary evidence, archives, and artifacts. The unit of analysis are all stakeholders in ICT i.e., the government, regulatory authority, and telecom operators.
Findings: This research is in the data collection process and findings will be shared in due course.
Originality/value: Understanding sustainability marketing challenges are critical in the telecom industry to advance the marketing scholarship. Emerging economies are particularly missing in the literature and are imperative for the advancement of marketing thought.
Track
Marketing
Session Number/Theme
Session 2A: Marketing
Session Chair
Dr. Nida Aslam Khan ; Dr. Ubaidullah Khoso
Start Date/Time
27-5-2023 11:30 AM
End Date/Time
27-5-2023 1:30 PM
Location
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
Recommended Citation
Kashif, S., & Arsheen, T. (2023). Chasing sustainability marketing ambitions: A case study of Pakistan Telecommunications industry. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2023/program/23
COinS
Chasing sustainability marketing ambitions: A case study of Pakistan Telecommunications industry
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
Purpose: The purpose of this study is to explore the sustainability marketing landscape of the telecommunication industry in Pakistan to achieve SGDs goals. In doing so it will discover how and why the decision-makers of major telecom industry stakeholders shape the development and implementation of progressive sustainability marketing practices.
Study design/methodology/approach: Interpretive paradigm and case research method are used to explore the sustainability marketing development in the telecom industry through in-depth interviews of the key knowledgeable as the data collection unit. Triangulation will be done through documentary evidence, archives, and artifacts. The unit of analysis are all stakeholders in ICT i.e., the government, regulatory authority, and telecom operators.
Findings: This research is in the data collection process and findings will be shared in due course.
Originality/value: Understanding sustainability marketing challenges are critical in the telecom industry to advance the marketing scholarship. Emerging economies are particularly missing in the literature and are imperative for the advancement of marketing thought.
Comments
The working paper is in the data collection phase and will be completed for the conference presentation.