Investigating the mutual effect of green and strategic marketing orientation on competitive advantage
Subject Areas :Keywords: strategic orientation, green marketing, strategic, competitive advantage,
Abstract :
The purpose of the research is to investigate the mutual effect of green and strategic marketing orientation on competitive advantage. The current research is descriptive-correlational in terms of practical purpose and in terms of nature and research method. The statistical population of the current research is the employees of Isfahan Steel Company, which is 235 in number. For sampling, a statistical sample of 146 questionnaires was distributed using Cochran's formula and simple random sampling. The data collection tool is a questionnaire taken from the research of Papadas et al. (2018) and to measure the social responsibility of companies from 7 questions, the environmental pressure of stakeholders from 6 questions, the strategic orientation of green marketing from 9 questions, competitive advantage from 6 questions, performance Finance consists of 5 questions and the orientation of internal green marketing consists of 7 questions. To analyze the data, software and pls spss were used, which according to the results of the research, the strategic orientation of green marketing through competitive advantage has a positive effect on performance. has money Corporate social responsibility is positively related to green marketing strategic orientation. Stakeholders' environmental pressures have a positive relationship with strategic green marketing orientation. Strategic orientation of green marketing has a positive effect on competitive advantage. Strategic orientation of green marketing has a positive effect on financial performance through competitive advantage. When internal green marketing orientation is more, the positive effect of green marketing strategic orientation on competitive advantage becomes positive.
References:
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[18] Chen, Yu-Shan., (2011)., “Green Organizational Identity: Sources and Consequence".,Management Decision, Vol. 49., Iss 3., pp: 384 – 404.
[19] Cheng, H.H. & Yang, H.L. (2014). The antecedents of collective creative efficacy for information system development teams. Journal of Engineering and Technology Management, 33, 1-17.
[20] Fraj, E. Martínez, E. & Matute, J. (2011). Green marketing strategy and the firm's performance: the moderating role of environmental culture. Journal of Strategic Marketing, 19(4), 339-355.
[21] Fraj, Elena., Martı´nez, Eva, Matute, Jorge., (2013)., “Green Marketing in B2Borganizations: an Empirical Analysis From the Natural-Resource-Based View of the Firm”.,Journal of Business & Industrial Marketing., Vol 28., No 5., PP; 396-410.
[22] Leónidas C. Leonidou, Constantine S. Katsikeas, Thomas A. Fotiadis, and Paul Christodoulides.,(2013)., “Antecedents and Consequences of an Eco-Friendly Export Marketing Strategy: TheModerating Role of Foreign Public Concern and Competitive Intensity”., Journal of IntemationalMarketing., American Marketing Association., Vol. 21. No. 3, pp: 22-46.
[23]
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[25]
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[27] Sambasivan, M., M. Bah, S. and Jo-Ann, H. (2013). “Making the Case for Operating “Green”:Impact of Environmental proactivity on multiple Performance Outcomes of MalaysianFirms”,.Journal of Cleaner Production, Vol 42., PP: 69-82.
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