GAINING COMPETITIVE ADVANTAGE THROUGH GREEN MARKETING: How green marketing is used as a competitive advantage?
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The research question how green marketing is used as a competitive advantage was answered by the analysis of the multiple case-study of two organizations of the boardsports industry, Jade and Notox. The comparison between theories and interviews revealed that, by doing green branding, having eco-labels, and implementing the five I’s, Jade and Notox are differentiating. This differentiation provides them a competitive advantage. In addition, Jade and Notox innovate in green materials and processes which, coupled with eco-labels, maintain the differentiation and generate a sustainable advantage.
Place, publisher, year, edition, pages
2012. , 73 p.
green marketing, competitive advantage, differentiation, green branding, eco-label, five I’s, boardsports industry, Jade, Notox
IdentifiersURN: urn:nbn:se:hh:diva-18257OAI: oai:DiVA.org:hh-18257DiVA: diva2:536912
Subject / course
UppsokSocial and Behavioural Science, Law