Green Marketing as the Source of the Competitive Advantage of the Business

Abstract

Abstract:In this work we focused on summarizing the principles of green marketing and the concepts related to it. The aim of this contribution was to prove the relationship between the implementation of green marketing principles and sustainable competitive company position on the market. In order to prove the relationship between the implementation of green marketing principles and the competitive market position of companies, we used a multiple regression method to reveal the relationship, despite many variables. This was preceded by a factor analysis that helped us to select the main factors of influence. In order to meet this goal, we have drawn from the surveys conducted by PwC (Bratislava, Slovakia), the Automobile Industry Association and the Slovak Automobile Institute to identify key factors and future expected development in the auto industry supplier segment and our marketing research, conducted from December 2015 to February 2016. Based on the results of marketing surveys, research responses and the study of available resources, we concluded that there is no comprehensive green marketing implementation model linking environmental consumer behavior with a link to the company's marketing strategy. The contribution could help the Automotive Industry Union to present requirements to the government and help create incentives for the alternative vehicle market, and our findings could be incorporated into the creation of companies' strategy.

Development of a Business Model by Introducing Sustainable and Tailor-Made Value Proposition for SME Clients

“…With the constant pressure on all players in automotive to cut down on emissions and pollution, while having a new generation of millennials running businesses, companies who adopt principles of green marketing, as a holistic approach will gain a competitive edge. Accepting the principles of green marketing increases the value of the company's products, the company gains a competitive edge, improves its image, gets to new markets [27]. There are two kinds of trends of the eco-innovation policy involved, one to do with environmental pollution and the other with the innovation and diffusion of new technologies [28,29].…”

The Application of Human Capital Efficiency Management towards the Increase of Performance and Competitiveness in an Enterprise Operating in the Field of Distribution Logistics

“…The content analysis of their activities related to the implementation of green marketing principles was performed. Results revealed also that "there is a statistically significant relationship between the implementation of the principles of green marketing and the competitive position of the business on the market and its overall competitiveness" [13]. "In difficult economic conditions, only the strongest enterprises will survive, so the issues of competition and competitiveness are actual and encourage the current pressure on controlling costs in enterprise in order to maintain competitive advantage" [14].…”

Possibility of Company Goodwill Valuation: Verification in Slovak and Czech Republic

“…It has suppliers who are more willing to cooperate, as well as investors who are more tolerant and willing to finance business development. (Zapletalova, 2017;Moravcikova et al, 2017) Goodwill as an economic phenomenon has attracted the attention of economic experts since the nineteenth century. The topicality of this issue is confirmed by the number of papers published in the Web of Science database (more than 70 papers about goodwill valuation, measurement and so on) or in the Scopus database (more than 50 papers).…”