Sustainable value propositions for SMEs
SMEs are lagging behind in sustainability because large companies have been subject to the CSDR for some time. SMEs often lack the time, resources, and knowledge to implement sustainability measures. Exploratory discussions reveal that entrepreneurs are willing to contribute but struggle to identify and credibly communicate concrete sustainability steps.
Objective
Based on insights into the status quo at SMEs and insight into the wishes and needs of customers, a design process is being set up in co-creation with consortium partners and Principle Investigator Hanze University of Applied Sciences, in which a sustainable value proposition and an associated communication strategy are being developed and tested for four SMEs.
Results
The project will result in a practical manual with design guidelines for setting up the process that marketing professionals at B2B SMEs can use to develop and communicate a sustainable value proposition for their company.
Approach
A combination of desk research and design-driven surveys, interviews, and observations are used to answer the research question and provide SMEs with practical guidelines.
Education impact
The knowledge gained from the project will be integrated into courses and assignments for Commercial Economics students. Students will be guided and trained in skills that extend beyond simply generating profit within SMEs, but also contribute sustainably to people and the environment.
