Socially Responsible Marketing and Competitive Management in the construction sector

preliminary insights

Abstract

In recent years, socially responsible marketing has taken on a decisive role in the business context of various sectors of activity. In particular, socially responsible marketing seems to play a decisive role in the decision-making process of consumers, and has even become an inherent factor in business competitiveness. Therefore, the construction sector (in Portugal), and being a sector with competitive rivalry, brings together examples of socially responsible trends. From an exploratory perspective, this study aims to provide preliminary insights into the role that socially responsible marketing can play in business competitiveness. At the end, the study's limitations will be presented and lines of future research will be outlined.