Company X is a German company which was founded in the 1990s. The company
is best known for its non-alcoholic beverages in different flavours. Since 2006, the
soft drinks have been also sold abroad.
Sustainable marketing is seen as marketing strategy and activities which are longterm
oriented and aim not solely at short-term results. Economic sustainability is
the goal, which means that the company’s activities do not harm the environment
or society. However, the concept of sustainability is not seen as a marketing tool
but as a basic understanding of corporate responsibility. Sustainability is part of
the company’s core values and is not used for marketing purposes.