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Lindgreen, Adam; Antioco, Michael; Harness, David; Van der Sloot, Remi (2008)
Publisher: Springer Netherlands
Languages: English
Types: Article
Subjects: HD28, H1, HD, T1, HF, R1
As the functional capabilities of high-tech medical products converge, supplying organizations seek new opportunities to differentiate their offerings. Embracing product sustainability-related differentiators provides just such an opportunity. This study examines the challenge organizations face when attempting to understand how customers perceive environmental and social dimensions of sustainability by exploring and defining both dimensions on the basis of a review of extant literature and focus group research with a leading supplier of magnetic resonance imaging (MRI) scanning equipment. The study encompasses seven hospitals and one private imaging center in the Netherlands and identifies five social aspects that cover 11 indicators. The authors conduct 22 customer perception interviews with key decision-making stakeholders involved in purchasing MRI scanning equipment. Respondents find environmental and social sustainability dimensions personally relevant but professionally secondary to cost, performance, and ability to use the equipment in their organizations’ physical infrastructure. Finally, incorporating a product’s environmental and social credentials within the marketing of MRI scanning equipment enhances the perception of the product offering in decision-making stakeholders’ minds and provides a means of differentiation.
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    • Amaral, S.P. and La Rovere, E.L. [2003] “Indicators to evaluate environmental, social, and economic sustainability: a proposal for the Brazilian oil industry”, Oil & Gas Journal, 101(19), 30-35
    • Beverland, M. and Lindgreen, A. [2006]. Implementing market orientation in industrial firms: a multiple case study. Industrial Marketing Management, Vol. 36, No. 4, pp. 430-442.
    • Cowell, S.J., Wehrmeyer, W., Argust, P.W., Graham, J., Robertson, S. [1999)] “Sustainability and the primary extraction industries: theories and practice”, Resources Policy, 25(4), 277-286
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