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The Role of Sustainability Certifications in the International Marketing of SMEs
Abstract
This chapter explores the role of sustainability certifications—particularly B Corp—in supporting the internationalization of European small and medium-sized enterprises (SMEs). While often seen as regulatory or environmental tools, certifications also serve as strategic marketing assets, enhancing brand credibility, signaling ethical commitment, and connecting with conscious consumers. Through a comparative case study of Fairphone and Pastoret, two B Corp-certified SMEs, the chapter analyzes how certification influences six dimensions: regulatory harmonization, ethical branding, storytelling, supply chain access, community engagement, and institutional trust. Drawing on academic literature and corporate materials, the study shows that certifications help SMEs build stakeholder trust and support market differentiation in international contexts. Yet, it also highlights the limitations of certifications amid a saturated and confusing labeling landscape, stressing the importance of credible standards and authentic communication.
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