Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy

被引:546
作者
Menon, A [1 ]
Menon, A [1 ]
机构
[1] EMORY UNIV, GOIZUETA BUSINESS SCH, ATLANTA, GA 30322 USA
关键词
D O I
10.2307/1252189
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:51 / 67
页数:17
相关论文
共 108 条
[11]   SUSTAINABLE COMPETITIVE ADVANTAGE IN-SERVICE INDUSTRIES - A CONCEPTUAL-MODEL AND RESEARCH PROPOSITIONS [J].
BHARADWAJ, SG ;
VARADARAJAN, PR ;
FAHY, J .
JOURNAL OF MARKETING, 1993, 57 (04) :83-99
[12]  
Boulding K.E., 1966, The Economics of the Coming Spaceship Earth. Resources for the Future Forum on Environmental Quality
[13]  
BUCHHOLZ R, 1991, BUS HORIZONS, V34, P56
[14]   CORPORATE ENTREPRENEURSHIP AND STRATEGIC MANAGEMENT - INSIGHTS FROM A PROCESS STUDY [J].
BURGELMAN, RA .
MANAGEMENT SCIENCE, 1983, 29 (12) :1349-1364
[15]  
Cairncross F, 1992, COSTING EARTH CHALLE
[16]   DETERMINANTS OF FINANCIAL PERFORMANCE - A METAANALYSIS [J].
CAPON, N ;
FARLEY, JU ;
HOENIG, S .
MANAGEMENT SCIENCE, 1990, 36 (10) :1143-1159
[17]   A CONTENT-ANALYSIS OF ENVIRONMENTAL ADVERTISING CLAIMS - A MATRIX-METHOD APPROACH [J].
CARLSON, L ;
GROVE, SJ ;
KANGUN, N .
JOURNAL OF ADVERTISING, 1993, 22 (03) :27-39
[18]  
Carson R., 1962, Silent spring
[19]   MEASURING STRATEGIC PERFORMANCE [J].
CHAKRAVARTHY, BS .
STRATEGIC MANAGEMENT JOURNAL, 1986, 7 (05) :437-458
[20]   PARADIGM FOR DEVELOPING BETTER MEASURES OF MARKETING CONSTRUCTS [J].
CHURCHILL, GA .
JOURNAL OF MARKETING RESEARCH, 1979, 16 (01) :64-73