Entrepreneurial insights into sustainable marketing: A case study of U.K. music festivals

摘要

Entrepreneurs organizing (or supplying) festivals must quickly align their values with changing consumer perceptions while engaging with a diverse range of stakeholders in an area of often outstanding natural beauty. Having analyzed data from entrepreneurs involved in running and/or delivering music festivals, this paper contributes to studies germane to sustainability by offering refined definitions of sustainable marketing (SM) and a new version of the sustainable marketing benchmarking framework. Although sustainability is a megatrend, SM is the orientation used by marketers who want their strategies to be predicated on the triple bottom line (TBL). As entrepreneurship springs from marketing, sustainable entrepreneurship springs from SM. Conflating existing stakeholder typologies with the attributes of the TBL (namely People-Planet-Profit) has identified unique positions thereby creating an original mapping or segmentation tool. Music festivals are worthy of study as the sector is complex and fast changing; hence, entrepreneurs organizing (or supplying) festivals must quickly align their values with changing consumer perceptions while engaging with a diverse range of stakeholders.