The implementing issues of sustainable marketing within Chinese state-owned organisations: A case study of petroleum industry in China

In the past few years, the environment pollution in China is getting increasingly serious. In some large cities such as Beijing and Shanghai, the individuals even cannot breathe fresh air. In such situation, due to the social public pressures, Chinese government has started to establish some regulations to guide organisations to accept the sustainable value. In this situation, the role of sustainable marketing is also getting increasingly significant. In this research, the implementation of sustainable marketing in Chinese state-owned organisations is worthwhile to be analysed. The objectives of this research are to investigate the significance, challenges and implementing issues for SINOPEC to conduct sustainable marketing. Firstly, the literature review for the benefits, challenges and implementing issues for business organisations to implement sustainable marketing will be analysed. Some other author’s viewpoints and theoretical frameworks about sustainable marketing development also will be discussed. Then, the in-depth interview method will be used as the main method for collecting data. In addition, the interviewees also will be categorised into two groups and they are experienced staff and new employees. The interview questions for these two groups also will be different. Furthermore, some documentary data also will be collected as the complementary data for supporting this research. Then, in the analysis and discussion part, the interviewees’ viewpoints will be discussed, including differences between two groups of interviewees. In addition, such will points also will be linked back to literature review for obtaining findings of this research. Finally, the recommendations for SINOPEC to implement sustainable marketing will be put forward and the limitations also will be investigated