The purpose of this chapter is to evaluate Amazon and Apple's market penetration of smart products by analyzing their CSR and digital marketing strategies, while taking into account leadership factors that could assist their organizations in moving toward a sustainable society. The focus is on issues related to worker treatment, environmental impact, and social responsibility initiatives. We conducted a case study analysis to look at their ethical behavior and the actions and initiatives they take about CSR. Both Amazon and Apple have succeeded in achieving sustainable progress in their smart consumer products, as we found, by reconciling the difficulties of globalization with their marketing strategies for CSR and the establishment of a circular economy in global markets.
Authors: Theodore Tarnanidis, Maro Vlachopoulou, Arman Hadi Abdul Manaf, Vijaya Kittu Manda
DOI: https://doi.org/10.4018/979-8-3373-0528-8.ch001
Publish Year: 2025
