Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Addressing Eco-friendliness as a Marketing Strategy: An investigation in the car industry: MBA-thesis in marketing
University of Gävle, Faculty of Education and Business Studies.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research Questions: Environmental consideration has influenced managerial decisions and has required from firms to develop an organizational culture that focus on the environmental issues. Despite the importance of adopting a business philosophy that take into account the ecological concerns few studies have examined the relationship between market orientation and environmental practices. This thesis contributes to fill this gap by addressing the following questions: 1) Does the introduction of the environmental facilities help firms towards green innovation? 2) Is Green marketing strategy of firms positively associated with the augment in performance? 3) Does green marketing communication affect positively corporate image?

Research Objectives: My aim is to investigate if firms´ green strategy can encourage innovation; enhance corporate reputation and increase overall performance.

Research approach and methodology: The assesment of companies green initiatives and the effects on their performance have been achieved through the content of annual and sustainability reports as well as interviews with business managers.

Findings: The investigation indicates that when implementing an effective green strategy firms will improve their managerial and organizational performance and such improvements can contribute positively to their financial outcome. The better use of the resources via the introduction of the environmental facilities by firms indeed can help them towards green innovation. Add to that, communicating environmental practices also seems to be an important tool to enhance brand reputation. Thus this study agrees with some authors who affirm that integrating environmental issues into business activities firms´ can increase efficiency and competitiveness while reducing environmental impact.

Concluding remarks: The core lesson learned from this scientic work is that the response of the firms in prioritizing the implementation of eco-friendly practices is linked with their perception of current environmental trends. The most firms reinvent themselves by adopting more reuse, recycle, reduce, re-design, green training, green marketing, etc more eco-oriented they seems to be.

Place, publisher, year, edition, pages
2010. , p. 59
Keywords [en]
Green Marketing, Innovation, Value creation, Market orientation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-6770Archive number: E3BA: DiVA 049/2010OAI: oai:DiVA.org:hig-6770DiVA, id: diva2:318892
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-06-07 Created: 2010-05-11 Last updated: 2010-06-07Bibliographically approved

Open Access in DiVA

fulltext(1045 kB)1281 downloads
File information
File name FULLTEXT01.pdfFile size 1045 kBChecksum SHA-512
c58f3e48c211ae9fe57813e6040b137e003a0ae06d55fc4b67507bc367fddf7f13b2bd49b836c4f5d79f393f2dfa5b6df1b77abb5a123e37144e0433d39fa47d
Type fulltextMimetype application/pdf

By organisation
Faculty of Education and Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 1281 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1956 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf