Comercialización y estrategias ambientales en la gran distribución: el caso de Mercadona
Fecha
2021-06-01
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Jaén: Universidad de Jaén
Resumen
Estas últimas décadas, la degradación del ecosistema a causa de
un aumento de la contaminación por el ser humano, está
afectando a todo el planeta. Los organismos gubernamentales,
han establecido mecanismos legales que, junto a las políticas
llevadas a cabo, por las organizaciones en materia
medioambiental, están siendo capaces de mitigar el impacto
adverso producido sobre el mismo. En este trabajo se ha
procedido al estudio del caso concreto de la multinacional
española, “Mercadona S.A.”, dedicada a la distribución
alimentaria, con el objetivo de contextualizar las estrategias
medioambientales que pone en práctica dicha organización y su
repercusión en la comercialización de sus productos. Para ello, se
ha realizado un estudio cualitativo mediante entrevista
semiestructurada a directivos y, cuantitativo mediante
cuestionario a los gerentes de tiendas, obteniendo como
resultados que la puesta en marcha de estas estrategias está
proporcionando efectos positivos para la organización, tanto a
nivel comercial como de imagen.
In recent decades, the degradation of the ecosystem due to an increase in pollution by humans is affecting the entire planet. Government agencies have established legal mechanisms that, together with the policies carried out by environmental organizations, are being able to mitigate the adverse impact produced on it. In this work we have proceeded to the study of the specific case of the Spanish multinational, "Mercadona S.A.", dedicated to food distribution, with the aim of contextualizing the environmental strategies that this organization puts into practice and its impact on the marketing of its products. To this end, a qualitative study has been carried out through semi-structured interview with managers and, quantitative by means of a questionnaire to store managers, obtaining as results that the implementation of these strategies is providing positive effects for the organization, both commercially and image.
In recent decades, the degradation of the ecosystem due to an increase in pollution by humans is affecting the entire planet. Government agencies have established legal mechanisms that, together with the policies carried out by environmental organizations, are being able to mitigate the adverse impact produced on it. In this work we have proceeded to the study of the specific case of the Spanish multinational, "Mercadona S.A.", dedicated to food distribution, with the aim of contextualizing the environmental strategies that this organization puts into practice and its impact on the marketing of its products. To this end, a qualitative study has been carried out through semi-structured interview with managers and, quantitative by means of a questionnaire to store managers, obtaining as results that the implementation of these strategies is providing positive effects for the organization, both commercially and image.