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

161 Citations (Scopus)
3255 Downloads (Pure)


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
Early online date19 Jul 2018
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


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

ASJC Scopus subject areas

  • Marketing


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