A STAKEHOLDER-ORIENTED SUSTAINABILITY BRAND MANAGEMENT: AN INTRODUCTORY REVIEW
คำสำคัญ:
Sustainability management, Brand Management, Stakeholdersบทคัดย่อ
Sustainability management permeates all areas of business management. Nowadays, brand management is one of the things that are of great importance to business management. Sustainable brand management is described in several complex situations in a business context. This academic paper aims to present the relationship between branding and sustainable management from the perspective of stakeholders. This paper is based on concepts related to sustainable management, brand management and stakeholders. Data collection was searched for articles and research through the keyword database. However, the data analysis is read carefully according to a systematic document analysis approach and explained in this paper. Findings, articles present the following issues: Stakeholder orientation as the basis of sustainability management, Stakeholder relationship management as part of sustainability management, corporate brand as an object of brand management, Customer-oriented and stakeholder-oriented brand management, Risks and opportunities of sustainability brand management. This paper offers a broad perspective of sustainability brand management that scholars and entrepreneurs can further condense into action in the future.
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