Samenvatting

This thesis answers the question how a company such as Media Markt can introduce projects aiming at sustainable enterprise without compromising their mission statement, ideas and beliefs. In doing so, difference is made between Corporate Social Responsibility, Sustainable Enterprise and Sustainable Development through explaining the shift of thought from Profit, Planet and People, such as described in the book of John Elkington. Coming to the conclusion that in this thesis the definition of Sustainable Enterprise is probably the most useful, the question why sustainable enterprise is necessary is answered. A research about climate change shows that one third of the Dutch respondents is worried about the climate. While many companies think that sustainable enterprise only costs money, this thesis shows that it also can bring money in return. Something that is very important to consider for companies, is that they will have to make the difference between acting 'green' with ecological motives and with commercial motives. The answer to the question if sustainable enterprise will remain interesting lies in the fact that the WBCSD reports how companies with sustainable enterprise can have better financial results, compared to companies without sustainable enterprise.

In the segment of white and brown goods is Media Markt one of the largest with a good organisational structure, marketing strategy and good service, although not well known. The size makes it difficult to step into new directions. Growth is one of the most important goals of Media Markt, combined with low prices. Trends in the exterior surroundings of Media Markt are the growth of internet shops, higher rotational speed and supplies, focus on city centres, better service, growth of experience centres, more ecological products, growing second hand circuit, growing role of appliances in lifestyle and new products are launched with early announcements (to create a hype). The largest competitors are BCC, It's, Correct, Kijkshop, Dynabite, Modern and MyCom.

The conclusion of this thesis is that Media Markt should integrate sustainable enterprise in phases: first start with a "green" corner with eco-products, train staff to raise awareness and knowledge and create flyers and web space for extra information about the eco-products and different labels that are used. The next step is to open a second hand shop in one branch, examine the outcomes and decide to proceed with this strategy in other branches.