Green marketing: How Volkswagen can reposition itself after the emission cheating scandal?

Abstract

This paper explores the concept of green marketing. By incorporating stakeholder analysis, the paper discusses various strategies Volkswagen can use to reposition itself as a market leader in providing green-powered vehicles. Further, the stakeholder analysis provides insight to how stakeholders should be involved in the innovation process to secure stakeholder cooperation. In addition, the research introduces the framework of the 3R’s: Rebranding, Restructuring and Repositioning, which comprises concrete elements to be utilized in the green marketing process. The analysis of the Shades of Green Matrix concludes how Volkswagen’s marketing strategy should incorporate the dimensions of greenness and sustainability.