“Lucid waters and lush mountains are invaluable assets”. Green marketing and sustainable development have become crucial topics in economic and social development. During 2019–2023, there are nearly 952 publications on green marketing-related topics in the Web of Science core database, and a large number of scholars researched green marketing, but there is still a lack of comprehensive and systematic studies on the current status of green marketing research and hot trends. The main purpose of this study is to summarize and sort out the current status of green marketing research by reviewing the literature related to green marketing (enterprises vs. consumers). Meanwhile, using Cite Space 6.2 R2 software, the core literature of green marketing in the past five years was screened, the data were visualized and analyzed, and a knowledge map of the cooperative authors, institutions, countries, and keywords was drawn in an attempt to discover the research hotspots and major development trends of green marketing. The results show that the publications and citation frequency of green marketing-related literature showed an increasing trend from 2019 to 2023, and the highest citation frequency was reached in 2022. Green marketing literature appears more frequently in the USA, China, and England and has a higher influence. Green management, firm performance, green innovation, green strategy, green capability, sustainable development, green business, green market orientation, green supply chain management, green exploitation, green responsibility, ecosystem, green commitment, green perceptions, green competitive advantage, and corporate social responsibility reflect the hot topics and important themes of green marketing research. This study innovatively combines a green marketing literature review and bibliometric analysis, comprehensively and systematically discusses the current status of green marketing research and hot trends based on both textual and data perspectives, and puts forward the “individual-environment-economy-society” virtuous ecological cycle of green marketing from a macro perspective.
With the rapid increase of market competition pressure, enterprises’ collaborative innovation plays a more prominent role in competitive advantage. This paper aims to explore how the enterprise–science community can achieve sustainable collaborative value co-creation. Taking the Maoduoli Group as a sample, using the single case study method and grounded theory, a structural model of the enterprise–science community collaborative value co-creation mechanism is constructed. The proposed model is based on the value logic of “advocating value—creating value—delivering value—acquiring value”, which explains how the enterprise–scientific community collaborative value co-creation model is formed, how it is implemented, how it is delivered to customers, and the overall process of jointly harvesting value at last. The findings are as follows: First, government support, market demand, and entrepreneurial spirit are the internal and external factors for the enterprise–science community to develop collaborative value co-creation; secondly, the synergy mechanism of the enterprise–science community is to realize mutual activities such as joint research and development, a joint publication of papers, sharing of research results, joint research and development activities, and joint teaching practice through means of capital investment, concept support, and technical support. Third, the synergy mechanism of the enterprise–science community can realize the value of the economic and scientific research and the ecological and social benefits (narrow sense), and continuously feed back to further promote a deeper level of collaborative value co-creation of the enterprise–science community. This paper introduces the dimension of the scientific community, forms a special construct, and focuses on the collaborative value co-creation model of the enterprise–scientific community, which fills the gap in this research direction, and also provides theoretical support and practical guidance for the collaborative value co-creation model of the enterprise–scientific community.
The continuous development of the times and the application of artificial intelligence technology are more mature and common; as a new concept and way of thinking artificial intelligence technology plays an important role in brand marketing, brand marketing artificial intelligence era has truly arrived. Based on such a background, it is necessary to explore the value of artificial intelligence in brand marketing management and specific implementation strategies. With the help of artificial intelligence technology, we can realize the accurate capture of consumer demand, the accurate portrayal of consumer groups, and the high quality of brand marketing. The essence of strategic brand management is a brand management system based on brand value. With the help of the brand management system, all the company’s contents are integrated and used to guide all the company’s business actions. At the same time, the company’s brand plan and framework are properly adjusted to constantly improve the brand’s own value and promote the sustainable development of the brand and the company. In this paper, we briefly explain and analyze several brand marketing management modes and management countermeasures commonly used by modern enterprises and discuss the problems and optimization countermeasures in modern enterprise brand marketing management, hoping to enlighten the enhancement of enterprise brand marketing promotion effect and promote the sustainable development of enterprises.
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