The aim of this study was to investigate sustainability services marketing implementation in the museum sector. This study focused on examining the marketing practitioner role in embedding sustainability in a sustainability orientated organisation, exploring sustainability storytelling in the servicescape, and investigating the applicability of the Sustainability Services Marketing Matrix (SSMM) in this context. The study adopted a qualitative, case-study methodology, utilising in-depth interviews, secondary data analysis and a website audit. Data was analysed into six themes using thematic analysis, these themes are: Sustainability Management, Creating Social Value, Sustainability Storytelling, Environmental Sustainability, Implementation Challenges, and Entrepreneurial Orientation and Sustainability. This study contributes to the literature on sustainability marketing by developing a model for the processes necessary to foster and action sustainability marketing at an organisational level, contributes to the museum marketing literature by investigating sustainability through a services marketing lens, and finally contributes to services marketing by examining the applicability of the SSMM, thus contributing to the limited body of sustainability services marketing literature. This study has methodological contributions by utilising a qualitative approach for sustainability marketing strategy, which has been largely quantitatively researched and has practitioner implications in terms of the problems/ solution framework developed to overcome sustainability marketing challenges. This research is relevant and important in the context of global sustainability challenges and recognises the impact that organisations can have in the achievement of global and local sustainability goals.
- sustainable marketing
- museum marketing
Sustainability services marketing: a cross-functional investigation in the museum sector
Magee, B. (Author). Oct 2022
Student thesis: Doctoral Thesis