Publication: El marketing medio ambiental en las organizaciones
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2006
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Asociación Científica de Economía y Dirección de la Empresa
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Abstract
En esta investigación se tratan dos temas escasamente estudiados por la bibliografía: la identidad del marketing medioambiental y su implementación en las organizaciones. El estudio se basa en un modelo que define y valida las variables individuales que predisponen a los directivos a usar mecanismos administrativos para implementar el marketing medioambiental en sus organizaciones. Para la investigación se revisan teorías procedentes de diversas disciplinas y se desarrollan originales medidas de las variables estudiadas. Aunque los resultados obtenidos en una muestra de empresas españolas pueden ser tomados como exploratorios, sin embargo presentan guías, teóricas y empíricas, para estudios futuros sobre el tema.
This paper is dedicated to two topics seldom studied by the literature: the identity of environmental marketing and its implementation in organizations. The study is based in a model that defines and validates the individual variables that influence managers to use administrative mechanisms for environmental marketing implementation in their organizations. The research includes a revision of theories from several disciplines and the development of original measures for the variables under study. The results obtained from a sample of Spanish companies can be taken as exploratory, although some theoretical and empirical guides are presented for the purpose of futures studies about the topic.
This paper is dedicated to two topics seldom studied by the literature: the identity of environmental marketing and its implementation in organizations. The study is based in a model that defines and validates the individual variables that influence managers to use administrative mechanisms for environmental marketing implementation in their organizations. The research includes a revision of theories from several disciplines and the development of original measures for the variables under study. The results obtained from a sample of Spanish companies can be taken as exploratory, although some theoretical and empirical guides are presented for the purpose of futures studies about the topic.
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Marketing, Medio ambiente
Bibliographic citation
Cuadernos de economía y dirección de la empresa, n. 26, 2006, pp. 5-46