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Publisher: Emerald

Issued date: 2007

Citation: European journal of marketing, vol. 41, n. 11-12, 2007, p. 1328-1358

ISSN: 0309-0566

DOI: 10.1108-03090560710821206

Publisher version: http:-www.emeraldinsight.com-0309-0566.htmhttp:-dx.doi.org-10.1108-03090560710821206

Keywords: Green marketing , Environmental management , Stakeholder analysis , Spain

Abstract:Purpose The present study aims to examine the influence of stakeholders on green marketingstrategy GMS. Marketing literature recognizes that stakeholders play a significant role in influencingorganizations and markets, but has not targeted a single integPurpose The present study aims to examine the influence of stakeholders on green marketingstrategy GMS. Marketing literature recognizes that stakeholders play a significant role in influencingorganizations and markets, but has not targeted a single integrated approach to examine therelationship between stakeholder management and GMS.Design-methodology-approach This research comprised several phases, including thedevelopment of a typology of GMS, an analysis of how managers prioritize stakeholders, a study ofthe influence of stakeholders on GMS, and an analysis of the influence of the organizational context onmanagers’ perception of the stakeholders. The hypotheses were validated using multivariatecorrelational techniques.Findings The study identified the stakeholders associated with GMS and their impact on thestrategy adopted by the firms, and established how this is moderated by the firm’s own economicsector and organizational characteristics.Research limitations-implications Future studies might replicate and extend the research inother industries and countries to ascertain whether environmental concerns have different effects inother contexts.Practical implications The surveys on GMS and stakeholder perception undertaken in thepresent survey are a potential source of information for managers because they can be used as aself diagnostic tool to determine if a firm’s attitude to the environment is reactive or proactive.Originality-value Results show that the organizational -greening- process is not a linear,one dimensional progression, rather an uneven process in which several GMS profiles prioritizedifferent stakeholders. The results also reveal that underlying perceptual, behavioral, andorganizational factors influence GMS implementation.+-





Autor: Rivera Camino, Jaime

Fuente: http://e-archivo.uc3m.es


Introducción



Universidad Carlos III de Madrid Repositorio institucional e-Archivo http:--e-archivo.uc3m.es Departamento de Economía de la Empresa DEE - Artículos de Revistas 2007 Re-evaluating green marketing strategy : a stakeholder perspective Rivera Camino, Jaime Emerald European journal of marketing, vol.
41, n.
11-12, 2007, p.
1328-1358 http:--hdl.handle.net-10016-12604 Descargado de e-Archivo, repositorio institucional de la Universidad Carlos III de Madrid Re-evaluating green marketing strategy: a stakeholder perspective Jaime Rivera Camino Departamento de Economı́a de Empresa, Universidad Carlos III de Madrid, Madrid, Spain Abstract Purpose The present study aims to examine the influence of stakeholders on green marketing strategy (GMS).
Marketing literature recognizes that stakeholders play a significant role in influencing organizations and markets, but has not targeted a single integrated approach to examine the relationship between stakeholder management and GMS. Design-methodology-approach This research comprised several phases, including the development of a typology of GMS, an analysis of how managers prioritize stakeholders, a study of the influence of stakeholders on GMS, and an analysis of the influence of the organizational context on managers’ perception of the stakeholders.
The hypotheses were validated using multivariate correlational techniques. Findings The study identified the stakeholders associated with GMS and their impact on the strategy adopted by the firms, and established how this is moderated by the firm’s own economic sector and organizational characteristics. Research limitations-implications Future studies might replicate and extend the research in other industries and countries to ascertain whether environmental concerns have different effects in other contexts. Practical implications The surveys on GMS and stakeholder perception undertaken in the present survey are a potential source of information for managers because they ca...





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