The Interplay of Strategic and Green Marketing Orientation on Competitive Advantage
Subject Areas : Jounal of Marketing ManagementLeila Aliarabi 1 , Seyed Abbas Kazemi 2
1 - Graduate of Executive Management, Damavand Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Executive Management, Damavand Branch, Islamic Azad University, Tehran, Iran
Keywords: Strategic Green Marketing Orientation, Green Marketing, Internal Green Marketing, Competitive advantage, Corporate performance,
Abstract :
The purpose of this study was to investigate the interaction between strategic green marketing orientation and internal green marketing on competitive advantage in Barij Essence. This research is a descriptive survey in terms of purpose and its method. The statistical population of the study consisted of all the staff of Barij Esen Company in 1397, which was 551 according to Cochran's formula. Simple random sampling method was used for sampling. Data gathering tool was a questionnaire developed by a local researcher containing 37 questions. The items were based on a five-point Likert scale. Formal validity was approved by a number of respondents and content validity was confirmed by a number of experts. Cronbach's alpha coefficient was calculated using Smart PLS software, which was calculated above 0.7 to assess validity and reliability. The results show that the positive effect of strategic green marketing orientation on competitive advantage is higher when the tendency to internal green marketing is higher. Also, corporate social responsibility and stakeholder environmental pressures affect the orientation towards strategic green marketing. The trend towards strategic green marketing has a positive effect on competitive advantage and also has a positive effect on financial performance through competitive advantage. The limitation of the research is the use of questionnaires and data collection in a period of time. Research innovation has been in research variables that have paid enough attention to the role of strategic green marketing and internal green marketing with employee targeting. In general, it provided strategies to managers of organizations to improve the effectiveness of green strategic marketing and individuals, which creates a competitive advantage, which in turn increases financial performance and thus provides the exchange of tacit knowledge.
حقیقی‌نسب، م.، یزدانی، ح.ر. و داورپناه کیاسرایی، ف. (1395). "تاثیر حمایت مدیریت ارشد از اقدامات زیست محیطی بر استراتژی بازاریابی سبز و عملکرد زیست محیطی کسب وکارهای صنعتی در ایران"، تحقیقات بازاریابی نوین، دوره 6، شماره 1(20)، صص. 23-38.
داوری، ع. و رضازاده، آ. (1392). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، سازمان انتشارات جهاد دانشگاهی، چاپ اول.
دلجوی شهیر، ج.، سیفی‌زاده، س. و غلامی مبارک‌آبادی، ر. (1397). "تأثیر بازاریابی سبز بر شهرت شرکت براساس مسئولیت اجتماعی و تصویر محصول شرکت"، مطالعات نوین کاربردی در مدیریت و اقتصاد، دوره 1، شماره 3، صص. 7-18.
موسی‌خانی، م.، یزدانی، ح.ر. و رایج، ح. (1386). "نقش بازاریابی درونی در ایجادیک مزیت رقابتی پایدار"، دومین کنفرانس بین المللی مدیریت استراتژیک، تهران، گروه ناب، موسسه مدیریت و توسعه.
Aragón-Correa, J.A. (1998). “Strategic proactivity and firm approach to the natural environment”, Academy of Management Journal, Vol. 41(5), PP. 556-567.
Baker, W.E. & Sinkula, J.M. (2005). “Market orientation and the new product paradox”, Journal of Product Innovation Management, Vol. 22(6), PP. 483-502.
Banerjee, S.B. (2002). “Corporate environmentalism: The construct and its measurement”, Journal of Business Research, Vol. 55(3), PP. 177-191.
Banerjee, S.B. (2017). “Corporate environmentalism and the greening of strategic marketing: Implications for marketing theory and practice”,
Charter, M. & Polonsky, M.J. (1999). “Greener Marketing: A global perspective on green marketing practices”, London, Routledge, 1st Edition, P. 432.
Banerjee, S.B., Iyer, E.S. & Kashyap, R.K. (2003). “Corporate environmentalism: antecedents and influence of industry type”, Journal of Marketimg, Vol. 67(2), PP. 106-122.
Buysse, K. & Verbeke, A. (2003). “Proactive environmental strategies: A stakeholder management perspective”, Strategic Management Journal, Vol. 24(5), PP. 453-470.
Campbell, J.L. (2007). “Why Would Corporations Behave in Socially Responsible Ways? An Institutional Theory of Corporate Social Responsibility”, the Academy of Management Review, Vol. 32(3), PP. 946-967.
Chamorro, A., Rubio, S. & Miranda, F.J. (2009). “Characteristics of research on green marketing”, Business Strategy and the Environment, Vol. 18(1), PP. 223-239.
Charter, M. & Polonsky, M.J. (1999). “Green marketing: A global perspective on green marketing practices”, Sheffield: Greenleaf Publication.
Chen, H.C. & Yang, C.H. (2019). “Applying a multiple criteria decision-making approach to establishing green marketing audit criteria”, Journal of Cleaner Production, Vol. 10, PP. 256-265.
Chen, Y.S., Lai, S.B. & Wen, C.T. (2006). “The influence of green innovation performance on corporate advantage in Taiwan”, Journal of Business Ethics, Vol. 67(4), PP. 331-339.
Dangelico, R.M. & Vocalelli, D. (2017). “Green marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature”, Journal of Cleaner Production, Vol. 165, PP. 1263-1279.
EU, (European Union), (2015). “Closing the loop-An EU action plan for the circular economy”, Com (2015) 614/2, Brussels: European Union.
Fornell, C. & Larcker, D.F. (1981). “Structural equation models with unobservable variables and measurement error. Algebra and statistics”, Journal of Marketing Research, Vol. 18(3), PP. 382-388.
Fraj-Andrés, E., Martinez-Salinas, E. & Matute-Vallejo, J. (2009). “A multidimensional approach to the influence of environmental marketing and orientation on the firm's organizational performance”, Journal of Business Ethics, Vol. 88(2), PP. 263-286.
Geels, F., McMeekin, A., Mylan, J. & Southerton, D. (2015). “A critical appraisal of sustainable consumption and production research: The reformist, revolutionary and reconfiguration positions”, Global Environmental Change, Vol. 34, PP. 1-12.
Gibbs, D. & O'Neill, K. (2016). “Future green economies and regional development: A research agenda”, Regional Studies, Vol. 50(1), PP. 161–173.
González-Benito, J. & González-Benito, Ós. (2005). “Environmental proactivity and business performance: an empirical analysis”, Omega, Elsevier, Vol. 33(1), PP. 1-15.
Hart, O. (1995). “Firms, contracts, and financial structure”, Oxford: Oxford University press.
Henriques, I. & Sadorsky, P. (1999). “The Relationship between Environmental Commitment and Managerial Perceptions of Stackholder Importance”, the Academy of Management Journal, Vol. 41(1), PP. 89-99.
Hong, Z. & Guo, X. (2019). “Green product supply chain contracts considering environmental responsibilities”, Omega, Vol. 83, PP. 155-166.
Hulland, J. (1999). “Use of partial least squares (PLS) in strategic management research: A review of four recent studies”, Strategic Management Journal, Vol. 20(2), PP. 195-204.
Hult, M. & Tomas, G. (2011). “A Strategic Focus on Multinationality and firm performance”, Global Strategy Journal, 11.
Kärnä, J., Hansen, E. & Juslin, H. (2003). “Social responsibility in environmental marketing planning”, European Journal of Marketing, Vol. 37(5/6), PP. 848-871.
Kim, K.H, Jion, B.J., Jung, H.S., Lu, W. & Jones, J. (2012). “Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image”, Journal of Business Research, Vol. 65(11), PP. 1612-1617.
Lee, K. (2008). “Opportunities for green marketing: young consumers”, Marketing Intelligence & Planning, Vol. 26(6), PP. 573-586.
Leonidou, L.C., Fotiadis, T.A., Christodoulides, L., Spyropoulou, S. & Katsikeas, C.S. (2015). “Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance”, International Business Review, Vol. 24(5), PP. 798-811.
Leonidou, C.N, Katsikeas, C.S. & Morgan, N.A. (2013). “Greening the marketing mix: Do firms do it and does it pay off?”, Journal of the Academy of Marketing Science, Vol. 41(2), P. 151.
Leonidou, C. & Leonidou, L. (2011). “Research into environmental marketing/management: a bibliographic analysis”, European Journal of Marketing, Vol. 45(1/2), PP. 68-103.
Lim, M. (2016). “A blueprint for sustainability marketing: Defining its conceptual boundaries for progress”, Marketing Theory, Vol. 16(2), PP. 232-249.
Menon, A. & Menon, A. (1997). “Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy”, Journal of Marketing, (Jan 1), PP. 51-67.
Miles, M.P. & Covin, J.G. (2000). “Environmental marketing: A source of reputational, competitive, and financial advantage”, Journal of Business Ethics, Vol. 23(3), PP. 299-311.
Moreau, V., Sahakian, M., Van Griethuysen, P. & Vuille, F. (2017). “Coming full circle: Why social and institutional dimensions matter for the circular economy”, Journal of Industrial Ecology, Vol. 21(3), PP. 497-506.
Nidumolu, R., Prahalad, C.K. & Rangaswami, M.R. (2009). “Why sustainability is now the key driver of innovation”, Harvard Business Review, (September), PP. 57-64.
Oliver, C. (1991). “Strategic responses to institutional processes”, Academy of Management Review, Vol. 16(1), PP. 145-179.
Papadas, K.K. & Avlonitis, G.J. (2014). “The 4 C's of environmental business: Introducing a new conceptual framework”, Social Business, Vol. 4(4), PP. 345-360.
Papadas, K.K., Avlonitis, G.J. & Carrigan, M. (2017). “Green marketing orientation: Conceptualization, scale development and validation”, Journal of Business Research, Vol. 80, P. 236-246.
Papadas, K.K., Avlonitis, G.J., Carrigan, M. & Piha, L. (2018). “The interplay of strategic and internal green marketing orientation on competitive advantage”, Journal of business research, Vol. 104, PP. 632-643.
Polonsky, M.J. (1995). “A stakeholder theory approach to designing environmental marketing strategy”, Journal of Business & Industrial Marketing, Vol. 10(3), PP. 29-46.
Polonsky, M.J. (2011). “Transformative green marketing: Impediments and opportunities”, Journal of Business Research, Vol. 64, PP. 1311-1319.
Porter, M.E. & Van der Linde, C. (1995). “Green and competitive: Ending the stalemate”, Harvard Business Review, Vol. 73(5), PP. 120-134.
Pujari, D., Wright, G. & Peattie, K. (2003). “Green and competitive: Influences on environmental new product development performance”, Journal of Business Research, Vol. 56(8), PP. 657-671.
Ramus, C.A. (2001). “Organizational support for employees: Encouraging creative ideas for environmental sustainability”, California Management Review, Vol. 43(3), PP. 85-105.
Rashid, N.R.N.A., Rahman, N.I.A. & Khalid, S.A. (2014). “Environmental corporate social responsibility (ECSR) as a strategic marketing initiative”, Procedia-Social and Behavioral Sciences, Vol. 130, PP. 499-508.
Sharma, S. & Henriques, I. (2005). “Stakeholder influences on sustainability practices in the Canadian forest products industry”, Strategic Management Journal, Vol. 26(2), PP. 159-180.
Sharma, S. & Vredenburg, H. (1998). “Proactive corporate environmental strategy and the development of competitively valuable organizational capabilities”, Strategic Management Journal, Vol. 19(8), PP. 729-753.
UNEP (United Nations Environmental Programme). (2011). “Towards a green economy: pathways to sustainable development and poverty eradication” – a synthesis for policy makers. Retrieved from https://www.unep.org /greeneconomy /sites /unep.org. Greeneconomy /files /field /image /green_economyreport_final_dec2011.pdf.
Webster, F.E. (2009). “Marketing IS management: The wisdom of Peter Drucker”, Journal of the Academy of Marketing Science, Vol. 37(1), PP. 20-27.
Wetzels, M. & Odekerken, G. (2009). “Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Epirical Illustration”, MIS Quaterly, Vol. 33(1), PP. 177-195.
_||_حقیقی‌نسب، م.، یزدانی، ح.ر. و داورپناه کیاسرایی، ف. (1395). "تاثیر حمایت مدیریت ارشد از اقدامات زیست محیطی بر استراتژی بازاریابی سبز و عملکرد زیست محیطی کسب وکارهای صنعتی در ایران"، تحقیقات بازاریابی نوین، دوره 6، شماره 1(20)، صص. 23-38.
داوری، ع. و رضازاده، آ. (1392). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، سازمان انتشارات جهاد دانشگاهی، چاپ اول.
دلجوی شهیر، ج.، سیفی‌زاده، س. و غلامی مبارک‌آبادی، ر. (1397). "تأثیر بازاریابی سبز بر شهرت شرکت براساس مسئولیت اجتماعی و تصویر محصول شرکت"، مطالعات نوین کاربردی در مدیریت و اقتصاد، دوره 1، شماره 3، صص. 7-18.
موسی‌خانی، م.، یزدانی، ح.ر. و رایج، ح. (1386). "نقش بازاریابی درونی در ایجادیک مزیت رقابتی پایدار"، دومین کنفرانس بین المللی مدیریت استراتژیک، تهران، گروه ناب، موسسه مدیریت و توسعه.
Aragón-Correa, J.A. (1998). “Strategic proactivity and firm approach to the natural environment”, Academy of Management Journal, Vol. 41(5), PP. 556-567.
Baker, W.E. & Sinkula, J.M. (2005). “Market orientation and the new product paradox”, Journal of Product Innovation Management, Vol. 22(6), PP. 483-502.
Banerjee, S.B. (2002). “Corporate environmentalism: The construct and its measurement”, Journal of Business Research, Vol. 55(3), PP. 177-191.
Banerjee, S.B. (2017). “Corporate environmentalism and the greening of strategic marketing: Implications for marketing theory and practice”,
Charter, M. & Polonsky, M.J. (1999). “Greener Marketing: A global perspective on green marketing practices”, London, Routledge, 1st Edition, P. 432.
Banerjee, S.B., Iyer, E.S. & Kashyap, R.K. (2003). “Corporate environmentalism: antecedents and influence of industry type”, Journal of Marketimg, Vol. 67(2), PP. 106-122.
Buysse, K. & Verbeke, A. (2003). “Proactive environmental strategies: A stakeholder management perspective”, Strategic Management Journal, Vol. 24(5), PP. 453-470.
Campbell, J.L. (2007). “Why Would Corporations Behave in Socially Responsible Ways? An Institutional Theory of Corporate Social Responsibility”, the Academy of Management Review, Vol. 32(3), PP. 946-967.
Chamorro, A., Rubio, S. & Miranda, F.J. (2009). “Characteristics of research on green marketing”, Business Strategy and the Environment, Vol. 18(1), PP. 223-239.
Charter, M. & Polonsky, M.J. (1999). “Green marketing: A global perspective on green marketing practices”, Sheffield: Greenleaf Publication.
Chen, H.C. & Yang, C.H. (2019). “Applying a multiple criteria decision-making approach to establishing green marketing audit criteria”, Journal of Cleaner Production, Vol. 10, PP. 256-265.
Chen, Y.S., Lai, S.B. & Wen, C.T. (2006). “The influence of green innovation performance on corporate advantage in Taiwan”, Journal of Business Ethics, Vol. 67(4), PP. 331-339.
Dangelico, R.M. & Vocalelli, D. (2017). “Green marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature”, Journal of Cleaner Production, Vol. 165, PP. 1263-1279.
EU, (European Union), (2015). “Closing the loop-An EU action plan for the circular economy”, Com (2015) 614/2, Brussels: European Union.
Fornell, C. & Larcker, D.F. (1981). “Structural equation models with unobservable variables and measurement error. Algebra and statistics”, Journal of Marketing Research, Vol. 18(3), PP. 382-388.
Fraj-Andrés, E., Martinez-Salinas, E. & Matute-Vallejo, J. (2009). “A multidimensional approach to the influence of environmental marketing and orientation on the firm's organizational performance”, Journal of Business Ethics, Vol. 88(2), PP. 263-286.
Geels, F., McMeekin, A., Mylan, J. & Southerton, D. (2015). “A critical appraisal of sustainable consumption and production research: The reformist, revolutionary and reconfiguration positions”, Global Environmental Change, Vol. 34, PP. 1-12.
Gibbs, D. & O'Neill, K. (2016). “Future green economies and regional development: A research agenda”, Regional Studies, Vol. 50(1), PP. 161–173.
González-Benito, J. & González-Benito, Ós. (2005). “Environmental proactivity and business performance: an empirical analysis”, Omega, Elsevier, Vol. 33(1), PP. 1-15.
Hart, O. (1995). “Firms, contracts, and financial structure”, Oxford: Oxford University press.
Henriques, I. & Sadorsky, P. (1999). “The Relationship between Environmental Commitment and Managerial Perceptions of Stackholder Importance”, the Academy of Management Journal, Vol. 41(1), PP. 89-99.
Hong, Z. & Guo, X. (2019). “Green product supply chain contracts considering environmental responsibilities”, Omega, Vol. 83, PP. 155-166.
Hulland, J. (1999). “Use of partial least squares (PLS) in strategic management research: A review of four recent studies”, Strategic Management Journal, Vol. 20(2), PP. 195-204.
Hult, M. & Tomas, G. (2011). “A Strategic Focus on Multinationality and firm performance”, Global Strategy Journal, 11.
Kärnä, J., Hansen, E. & Juslin, H. (2003). “Social responsibility in environmental marketing planning”, European Journal of Marketing, Vol. 37(5/6), PP. 848-871.
Kim, K.H, Jion, B.J., Jung, H.S., Lu, W. & Jones, J. (2012). “Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image”, Journal of Business Research, Vol. 65(11), PP. 1612-1617.
Lee, K. (2008). “Opportunities for green marketing: young consumers”, Marketing Intelligence & Planning, Vol. 26(6), PP. 573-586.
Leonidou, L.C., Fotiadis, T.A., Christodoulides, L., Spyropoulou, S. & Katsikeas, C.S. (2015). “Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance”, International Business Review, Vol. 24(5), PP. 798-811.
Leonidou, C.N, Katsikeas, C.S. & Morgan, N.A. (2013). “Greening the marketing mix: Do firms do it and does it pay off?”, Journal of the Academy of Marketing Science, Vol. 41(2), P. 151.
Leonidou, C. & Leonidou, L. (2011). “Research into environmental marketing/management: a bibliographic analysis”, European Journal of Marketing, Vol. 45(1/2), PP. 68-103.
Lim, M. (2016). “A blueprint for sustainability marketing: Defining its conceptual boundaries for progress”, Marketing Theory, Vol. 16(2), PP. 232-249.
Menon, A. & Menon, A. (1997). “Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy”, Journal of Marketing, (Jan 1), PP. 51-67.
Miles, M.P. & Covin, J.G. (2000). “Environmental marketing: A source of reputational, competitive, and financial advantage”, Journal of Business Ethics, Vol. 23(3), PP. 299-311.
Moreau, V., Sahakian, M., Van Griethuysen, P. & Vuille, F. (2017). “Coming full circle: Why social and institutional dimensions matter for the circular economy”, Journal of Industrial Ecology, Vol. 21(3), PP. 497-506.
Nidumolu, R., Prahalad, C.K. & Rangaswami, M.R. (2009). “Why sustainability is now the key driver of innovation”, Harvard Business Review, (September), PP. 57-64.
Oliver, C. (1991). “Strategic responses to institutional processes”, Academy of Management Review, Vol. 16(1), PP. 145-179.
Papadas, K.K. & Avlonitis, G.J. (2014). “The 4 C's of environmental business: Introducing a new conceptual framework”, Social Business, Vol. 4(4), PP. 345-360.
Papadas, K.K., Avlonitis, G.J. & Carrigan, M. (2017). “Green marketing orientation: Conceptualization, scale development and validation”, Journal of Business Research, Vol. 80, P. 236-246.
Papadas, K.K., Avlonitis, G.J., Carrigan, M. & Piha, L. (2018). “The interplay of strategic and internal green marketing orientation on competitive advantage”, Journal of business research, Vol. 104, PP. 632-643.
Polonsky, M.J. (1995). “A stakeholder theory approach to designing environmental marketing strategy”, Journal of Business & Industrial Marketing, Vol. 10(3), PP. 29-46.
Polonsky, M.J. (2011). “Transformative green marketing: Impediments and opportunities”, Journal of Business Research, Vol. 64, PP. 1311-1319.
Porter, M.E. & Van der Linde, C. (1995). “Green and competitive: Ending the stalemate”, Harvard Business Review, Vol. 73(5), PP. 120-134.
Pujari, D., Wright, G. & Peattie, K. (2003). “Green and competitive: Influences on environmental new product development performance”, Journal of Business Research, Vol. 56(8), PP. 657-671.
Ramus, C.A. (2001). “Organizational support for employees: Encouraging creative ideas for environmental sustainability”, California Management Review, Vol. 43(3), PP. 85-105.
Rashid, N.R.N.A., Rahman, N.I.A. & Khalid, S.A. (2014). “Environmental corporate social responsibility (ECSR) as a strategic marketing initiative”, Procedia-Social and Behavioral Sciences, Vol. 130, PP. 499-508.
Sharma, S. & Henriques, I. (2005). “Stakeholder influences on sustainability practices in the Canadian forest products industry”, Strategic Management Journal, Vol. 26(2), PP. 159-180.
Sharma, S. & Vredenburg, H. (1998). “Proactive corporate environmental strategy and the development of competitively valuable organizational capabilities”, Strategic Management Journal, Vol. 19(8), PP. 729-753.
UNEP (United Nations Environmental Programme). (2011). “Towards a green economy: pathways to sustainable development and poverty eradication” – a synthesis for policy makers. Retrieved from https://www.unep.org /greeneconomy /sites /unep.org. Greeneconomy /files /field /image /green_economyreport_final_dec2011.pdf.
Webster, F.E. (2009). “Marketing IS management: The wisdom of Peter Drucker”, Journal of the Academy of Marketing Science, Vol. 37(1), PP. 20-27.
Wetzels, M. & Odekerken, G. (2009). “Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Epirical Illustration”, MIS Quaterly, Vol. 33(1), PP. 177-195.