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Combining Industry and Social Responsibility - Case Study Example

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"Combining Industry and Social Responsibility " paper states that the common social criticism in marketing includes some harmful practices that a firm may undertake to ensure that it increases its sales or profits. The International Paper defies common social criticism in marketing in several ways. …
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Combining Industry and Social Responsibility
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Download file to see previous pages The middlemen are many, and this makes the paper products more expensive to the consumers. The company also indulges in intensive product promotion and advertising. Therefore, it invests more in aspects that increase the psychological value of the product at the expense of improving the functional value of the goods. The firm may also indulge in deceptive pricing. They set their costs in a way that they appear cheaper to the customer than they are in reality. In addition, International Paper uses promotional tactics that are ambiguous to the client. This deception in the line of promotional may feature in the advertisement of their stationaries where they may include price cuts that do not exist to lure the customer into purchasing a product. Lastly, the packaging of their paper product may also appear deceptive to the consumer. Planned obsolescence also exists among the common social criticism in marketing as the products manufactured get outdated over time forcing the customers to keep buying the latest brands.

International paper has been successful in the applications of sustainability concepts due to several reasons. The company participates in the improvement of the quality of the environment, and the world considers it as one of the most socially responsible manufacturers. Additionally, IP succeeds in the application of sustainability concepts as it participates actively in the management of natural resources through conservation, planting of trees, and clean water production among others. It also minimizes the use of fossil fuels and recycles energy in the form of steam. The company also aims at the reduction of environmental footprint, and this depicts its commitment to transparency and accountability in reporting its activities to the public domain. IP also embraces the building of partnerships with the customer, environmental, academic, and governmental organizations. These bodies guide the company in making objectives that enhance their sustainability. ...Download file to see next pages Read More
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