Green marketing strategies: an examination of stakeholders and the opportunities they present

As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatu...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2011-02, Vol.39 (1), p.158-174
Main Authors: Cronin, J. Joseph, Smith, Jeffery S., Gleim, Mark R., Ramirez, Edward, Martinez, Jennifer Dawn
Format: Article
Language:English
Subjects:
Analysis
Business and Management
Consumers
Energy consumption
Green marketing
Green products
Market strategy
Marketing
NGOs
Nongovernmental organizations
Operations management
Performance evaluation
Profits
Social Sciences
Stakeholders
Supply chains
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Summary:As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-010-0227-0