جهت گیری بازاریابی سبز استراتژیک و بازاریابی سبز داخلی
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جهت گیری بازاریابی سبز استراتژیک و بازاریابی سبز داخلی

عنوان فارسی مقاله: اثرات متقابل جهت گیری بازاریابی سبز استراتژیک و بازاریابی سبز داخلی بر مزیت رقابتی
عنوان انگلیسی مقاله: The interplay of strategic and internal green marketing orientation on competitive advantage
مجله/کنفرانس: مجله تحقیقات کسب و کار - Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت استراتژیک، مدیریت کسب و کار، تحقیق در عملیات
کلمات کلیدی فارسی: بازاریابی سبز، محیطی، مزیت رقابتی، اثر متقابل، فرهنگ محیط زیستی، استراتژی بازاریابی
کلمات کلیدی انگلیسی: Green marketing، Environmental، Competitive advantage، Interplay، Environmental culture، Marketing strategy
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2018.07.009
دانشگاه: Coventry University, School of Marketing & Management, Priory Street, CV1 5FB Coventry, United Kingdom
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5/352 در سال 2018
شاخص H_index: 158 در سال 2019
شاخص SJR: 1/684 در سال 2018
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 12
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E12614
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Literature review and hypotheses development


3- Methods


4- Results


5- Discussion


References

نمونه متن انگلیسی مقاله

Abstract


This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage.


Introduction


Unlocking the relationship between corporate environmental strategy and firm competitiveness is paramount for contemporary business researchers, policy makers and practitioners (Gibbs & O'Neill, 2016). A green economy that is low carbon, resource efficient and socially inclusive is also the goal of the United Nations Environment Programme (UNEP, 2011). Despite calls for radical, holistic approaches beyond mere technological fixes and product innovation (Geels, McMeekin, Mylan, & Southerton, 2015; Lim, 2016) there remains a perceived but unresolved tension between green marketing and competitive advantage. A reluctance to pursue a green marketing orientation (Papadas, Avlonitis, & Carrigan, 2017) undermines universal engagement with sustainable business practices, and exacerbates corporate risk and losses. Despite the potential costs involved, the damaging and costly environmental consequences of traditional linear production and consumption are driving more innovative firms to shift their focus to clean production, design for the environment and ecoefficiency (Banerjee, 2017), and pursue resource efficient circular economy (CE) strategies including materials recycling and product repurposing (Moreau, Sahakian, van Griethuysen, & Vuille, 2017). CE has also gained momentum in the European Union Circular Economy package (EU, 2015) and Chinese law. There is no alternative to sustainable development and yet many companies remain convinced that their competitiveness will be eroded if they become more environmentally-friendly (Nidumolu, Prahalad, & Rangaswami, 2009). Further, much research in marketing remains data rather than theory driven (Hult, 2011; Webster, 2009). This hinders progress and leads to fragmented understanding of environmental concerns in marketing. A gap exists for a sound theoretical approach to provide a holistic understanding of the intersection between green marketing and competitiveness. Such an advance in knowledge not only presents theoretical support for future empirical investigation, but also provides legitimacy for managers facing resistance to the adoption of a green marketing orientation. This paper addresses that theoretical gap.

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