Stitching Compliance into Contracts: A Single-Case Study of Environmental Standards, B2B Sales Performance, and Buyer Agendas in the Bangladesh RMG Industry
Author
Chowdhury, Ezajul Arman
Term
4. Semester
Publication year
2025
Submitted on
2025-06-02
Pages
44
Abstract
Global supply chains are placing increasing emphasis on sustainability. This thesis examines how meeting environmental standards (environmental compliance) influences sales strategy, negotiation processes, and buyer behavior in Bangladesh’s ready-made garment sector. The study is a qualitative single-case design focused on a Bangladeshi garment supplier that complies with international environmental requirements and works with overseas buyers. Primary data came from semi-structured interviews with the company’s Sales and Compliance Manager and were analyzed using thematic analysis. Findings show that environmental compliance boosts supplier credibility and can open doors to higher-value markets, but it does not necessarily lead to higher prices. In many cases, compliance is a basic entry requirement. Its marketing impact is limited by buyer perceptions, unequal negotiation power, and cultural misalignments. Suppliers also face growing institutional complexity, where compliance becomes detached from immediate commercial rewards and risks turning into symbolic box-ticking rather than a strong sales lever. Despite these challenges, the study indicates that strategic use of compliance and clear cross-cultural communication can strengthen long-term buyer relationships and build brand trust. The thesis bridges marketing and compliance discussions and offers practical guidance for suppliers on aligning sustainability efforts with competitive sales strategies. It calls for future research on cross-sector comparisons, long-term performance tracking, and the role of digital traceability in compliance-led marketing.
Globale forsyningskæder lægger i stigende grad vægt på bæredygtighed. Dette speciale undersøger, hvordan overholdelse af miljøstandarder (miljøcompliance) påvirker salgsstrategi, forhandlingsprocesser og køberadfærd i Bangladeshs konfektionssektor. Studiet er et kvalitativt single-case studie af en bangladeshisk tøjleverandør, der lever op til internationale miljøkrav og arbejder med udenlandske kunder. Data er indsamlet gennem semistrukturerede interviews med virksomhedens salgs- og compliancechef og analyseret ved hjælp af tematisk analyse. Resultaterne viser, at miljøcompliance styrker leverandørens troværdighed og kan åbne døre til mere værdifulde markeder, men det fører ikke nødvendigvis til højere priser. Ofte fungerer compliance som et grundlæggende adgangskrav. Den markedsføringsmæssige effekt hæmmes af købernes opfattelser, skæve magtforhold i forhandlinger og kulturelle misalignments. Leverandører oplever samtidig stigende institutionel kompleksitet, hvor compliance løsriver sig fra direkte kommercielle gevinster og risikerer at blive symbolsk efterlevelse frem for et reelt salgsargument. På trods af disse udfordringer peger studiet på, at strategisk brug af compliance og klar, tværkulturel kommunikation kan styrke langsigtede kundeforhold og øge tilliden til leverandørens brand. Specialet bygger bro mellem marketing- og compliance-litteraturen og giver praktiske råd til leverandører om at koble bæredygtighedsindsats med konkurrencedygtige salgsstrategier. Der foreslås desuden videre forskning i sammenligninger på tværs af sektorer, langsigtede performance-målinger og betydningen af digital sporbarhed i compliance-drevet markedsføring.
[This apstract has been rewritten with the help of AI based on the project's original abstract]