The Impact of Account-Based Marketing Approach in Shaping Impactful Narratives on Sustainability and Resilience

This paper aims to assess the effectiveness of the impact of the Account-Based Marketing (ABM) approach in enhancing stakeholder engagement and communication for sustainability and resilience initiatives in the domain of Operations and Supply Chain Management. We employ exploratory research in assessing the following five key factors: benchmarking, innovation, knowledge sharing, network collaboration, and strategic planning. Our analysis indicates that the ABM approach is a valuable tool that efficiently communicates a core company's main programs with stakeholders by providing benchmarking and knowledge-sharing opportunities. Moreover, ABM enhances innovation capabilities, regardless of the experience level of the target audiences. Additionally, ABM fosters cooperation among the partners in a value chain and helps stakeholders gain a better understanding of the business network’s sustainability and resilience goals, enabling them to align their strategic plans accordingly. Furthermore, sustainability managers found ABM valuable for increasing network collaboration, a crucial factor in successfully implementing sustainability initiatives.