Sustainability in Sales and Marketing 

Mentor: Marco Macoratti, Head of Sustainable Business Solutions at Mondi Group, Vienna 

Description: Participants will examine and apply Advanced Marketing techniques to validate choices of adopting new packaging solutions that affect consumers’ sustainable consumption and willingness to pay for it. Brands and Retailers are afflicted by the “innovation dilemma”, thus constrained in making decisions. As a matter of fact, consumers are the true decision-makers. However, any market has intrinsic differences and one solution (or decision) does not fit all.

The project seeks to answer these questions:

• What method(s) are best applied when interviewing consumers directly on the shop floor about their opinion between alternatives?

• What would be the ideal experiment design to deliver the best “win-win” for packaging suppliers and retailers?

• When will the findings be good enough to say with confidence the decision was right?

The work includes weekly tasks related to the questions. The product includes an oral group presentation and a five-page report with information about the process used to answer the questions and our results.