The interplay of strategic and internal green marketing orientation on competitive advantage

Karolos Papadas, George Avlonitis, Marylyn Carrigan, Lamprini Piha

    Research output: Contribution to journalArticlepeer-review

    226 Citations (Scopus)
    3439 Downloads (Pure)

    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 re- search 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.
    Original languageEnglish
    Pages (from-to)632-643
    Number of pages12
    JournalJournal of Business Research
    Volume104
    Early online date19 Jul 2018
    DOIs
    Publication statusPublished - Nov 2019

    Bibliographical note

    NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research.Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, (In-Press)2018 DOI: 10.1016/j.jbusres.2018.07.009

    © 2018, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

    Keywords

    • Competitive advantage
    • Environmental
    • Environmental culture
    • Green marketing
    • Interplay
    • Marketing strategy

    ASJC Scopus subject areas

    • Marketing

    Fingerprint

    Dive into the research topics of 'The interplay of strategic and internal green marketing orientation on competitive advantage'. Together they form a unique fingerprint.

    Cite this