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Can I read Green marketing capability: A configuration approach towards sustainable development on EtoBox?
Green marketing capability: A configuration approach towards sustainable development by Prithwiraj Nath; Angsaya Siepong is a Environmental Science article available to read on EtoBox.
What is Green marketing capability: A configuration approach towards sustainable development about?
Literature often shows that not all firms achieve similar outcomes in pursuing green marketing practices. Hence, what makes some firms more successful than others in formulating green marketing practices and achieving desired outcomes is of crucial importance. This study proposes that green marketing capability (GMC) is one of the factors that can explain this difference between firms. Based on resource-based view and dynamic capability theories, this research develops a theoretical framework to conceptualize and configure GMC. In doing so, this research specifically explores three research objectives: (1) what constitutes GMC, (2) how firms differ in their GMC configurations, (3) how such GMC configurations might lead to green marketing performance differentials. To answer these objectives, in a multi-industry setting, this study employs a multi-source data collection approach and uses managerial surveys (n = 158), objective financial information, and uses configuration (cluster) approach for data analysis. The findings show that firms can develop GMC in two ways: through green market sensing (comprising of learning and planning activities) and green market execution (encompassing
Who reads Green marketing capability: A configuration approach towards sustainable development?
It is typically read by researchers, students, and practitioners in Environmental Science.
- Author
- Prithwiraj Nath; Angsaya Siepong
- Publisher
- Elsevier BV
- Published
- 2022
- Language
- EN
- Field
- Environmental Science (Physical Sciences)