Dansk Marketingforsknings Talentpris goes to Ekaterina Salnikova
Consumers reward sustainable goods and initiatives from companies, so no matter where a company sells its goods, it makes sense to highlight sustainability in marketing. This is the conclusion of Ekaterina Salnikova's PhD dissertation, which has just received the Dansk Marketingforsknings Talentpris at the anniversary celebrations held by the Danish Food and Drink Federation.
"Receiving this award is a great honour. It spotlights an important element in marketing – namely that sustainability very likely matters for consumer identity, no matter where you are in the world," says Ekaterina Salnikova, a postdoc at the Department of Management at Aarhus BSS.
She has received the award for her PhD thesis The Role of Global Consumer Identity in Food- and Sustainability-Related Consumer Behavior.
Global interest in sustainability
Among other things, Ekaterina Salnikova focuses on differences in the level consumer concern regarding sustainability around the world:
"Sustainability seems to have higher priority for globally oriented consumers, than for locally oriented consumers. But no matter which group you look at, companies should communicate and support globality when developing their brands," says Ekaterina Salnikova.
The award was presented at the Danish Food and Drink Federation’s anniversary day that spotlights how companies can create the food of the future. Klaus G. Grunert, a member of the board of the Dansk Marketingforsknings Pris, points to the importance of the theme of Ekaterina Salnikova's PhD dissertation:
"Ekaterina has produced a work of extremely high quality. And she shows how consumers in markets such as China and Vietnam are also concerned with sustainability. This is an important theme that will impact companies all over the world for a long time," he says.
Over the past 60 years, the Dansk Marketingforsknings Pris has supported work on developing new methods and knowledge. Two prizes are awarded: the Dansk Marketingforsknings Pris for marketing research and the Talentpris. Each is awarded every other year.
The Dansk Marketingforsknings Pris was established in 1955, and since 2018 the foundation has also awarded the Talentpris. With this award, the board aims to set focus on young talents and thereby also increase the competitiveness of Danish companies.