Enviropreneurial Marketing Strategy : The Emergence of Corporate Environmentalism as Market Strategy  

Oleh:

Menon, Anil ; Menon, Ajay

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 61 no. 1 (1997), page 51-67.
Topik: MARKETS; enviropreneourial; marketing strategy; corporate; environmentalis; market strategy

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Environmental concerns have begun to reshape the landscape in which global organizations compete. The demands and influences of the environmental movement are evident in the dollar value size of the environmentally conscious marketplace. In addition, the growing regulatory concerns over the environmental impact of corporate practices have begun to influence corporate strategies. The authors discuss the concept of an enviropreneurial marketing strategy, which reflects the confluence of social performance goals, corporate entrepreneurship orientations, and marketing strategy by integrating environmental concerns when developing marketing policies and practices. They provide a brief overview of the emergence of the enviropreneurial strategy paradigm, identify three types of enviropreneurial marketing strategies, and develop a model of the antecedents and consequences of an enviropreneurial marketing strategy. Finally, they conclude with a brief discussion of future research needs.

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