Publication: Re-evaluating green marketing strategy : a stakeholder perspective
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2007
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Emerald
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Abstract
Purpose The present study aims to examine the influence of stakeholders on green marketing
strategy (GMS). Marketing literature recognizes that stakeholders play a significant role in influencing
organizations and markets, but has not targeted a single integrated approach to examine the
relationship between stakeholder management and GMS.
Design/methodology/approach This research comprised several phases, including the
development of a typology of GMS, an analysis of how managers prioritize stakeholders, a study of
the influence of stakeholders on GMS, and an analysis of the influence of the organizational context on
managers’ perception of the stakeholders. The hypotheses were validated using multivariate
correlational techniques.
Findings The study identified the stakeholders associated with GMS and their impact on the
strategy adopted by the firms, and established how this is moderated by the firm’s own economic
sector and organizational characteristics.
Research limitations/implications Future studies might replicate and extend the research in
other industries and countries to ascertain whether environmental concerns have different effects in
other contexts.
Practical implications The surveys on GMS and stakeholder perception undertaken in the
present survey are a potential source of information for managers because they can be used as a
self diagnostic tool to determine if a firm’s attitude to the environment is reactive or proactive.
Originality/value Results show that the organizational “greening” process is not a linear,
one dimensional progression, rather an uneven process in which several GMS profiles prioritize
different stakeholders. The results also reveal that underlying perceptual, behavioral, and
organizational factors influence GMS implementation.
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Keywords
Green marketing, Environmental management, Stakeholder analysis, Spain
Bibliographic citation
European journal of marketing, vol. 41, n. 11/12, 2007, p. 1328-1358