Impact of Strategic and Tactical Green Marketing Orientation on SMEs Performance

Mishra, Mukesh Kumar; Choudhury, Dibyendu; Rao, K.G.K. Subba

doi:10.4236/tel.2019.95104

Cited by 11 publications

(6 citation statements)

References 77 publications

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“…In summary, our findings present four primary propositions that contribute to theoretical progress. This study contributes to the existing body of research on the determinants of tactical green marketing (Choudhury et al, 2019). The findings of this study further validate prior research that supports the existence of a positive correlation between stakeholders' pressures and the adoption of a green marketing strategy (Polonsky, 1995).…”

Section: Theoretical Implicationssupporting

confidence: 82%

The The Interplay of Tactical Green Marketing Orientation and Service Innovation Capability on Sustainable Business Performance

Khan

Sheikh

Abbas

2023

NIJBM

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Sustainable business performance has gained significant attention in today’s business landscape. Increasing global apprehension regarding environmental issues is compelling organizations to align with sustainable development principles (Khan, Ahmad, et al., 2023). This study examines the direct and indirect effects of stakeholder pressure, tactical green marketing orientation, and service innovation capability on sustainable business performance in five specific SME sectors. A web-based questionnaire was administered to 233 SME representatives from the selected industries using the resource-based view theory and stakeholder’s theory. Path modeling using Partial Least Squares (PLS) 4.0 was used to analyze the data and assess the research hypotheses. The results indicate that stakeholder pressure influences green marketing tactics. In addition, the results indicate that green marketing orientation moderates the relationship between stakeholder pressure and sustainable business performance. In contrast, service innovation capability moderates the relationship between green marketing orientation and sustainable business performance. This study contributes to better comprehending the relationship between tactical green marketing and a company’s sustainable performance, thereby providing managers with valuable insights for enhancing sustainable business performance

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Section: Theoretical Implicationssupporting

confidence: 82%

The The Interplay of Tactical Green Marketing Orientation and Service Innovation Capability on Sustainable Business Performance

Khan

Sheikh

Abbas

2023

NIJBM

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“…This helps employees to put up environmental consciousness behavior in production and marketing of new products (Buysse & Verbeke, 2003). Dealing with environmental concerns as internal policy decisions have the tendency of limiting the negative effect of social risk on the firms' new product performance (Mishra et al, 2019).…”

Section: Discussion Of Resultsmentioning

confidence: 99%

“…Internal green market orientation is the extent to which organizations internalize green culture in their strategic marketing decisions (Mishra et al, 2019; Papadas et al, 2017). Dealing with environmental concerns as internal policy decisions have the tendency of limiting the negative effect of social risk on the firms' new product performance (Borah et al, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

Social risk, green market orientation, entrepreneurial orientation, and new product performance among European Multinational Enterprises operating in developing economies

Pomegbe

Dogbe²,

Bamfo

et al. 2022

Business and Society Review

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The current study sought to assess the mediating role of green market orientation dimensions in the relationship between social risk and new product performance among European Multinational Enterprises (EMNEs). We also assessed the moderating role of entrepreneurial orientation in the relationship between green market orientation and new product performance. The study was based on primary data gathered from 317 EMNEs in Ghana. After various validity and reliability checks, ordinary least squares (OLS) analysis was performed to estimate the various relationships hypothesized in the study. The study finds that social risk has a negative effect on the success of EMNEs' new products. This negative effect is however nullified by the positive mediating effects of strategic green market orientation, tactical green market orientation and internal green market orientation. Entrepreneurial orientation also played a significant moderating effect in the relationship between green market orientation dimensions and EMNEs' new product performance. Based on this, theoretical and managerial contributions were made.

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“…The results of research conducted by Mishra et al (2019) state that one of the biggest problems with green area marketing is that there is little effort to academically examine environmental marketing optimally so that company policy, when viewed from the point of view of the use of natural resources as environmentally friendly raw materials environment is still considered less effective. Research by Purwanti et al (2019) shows that implementing green marketing, such as through sales promotion and CSR (corporate social responsibility) programs, can identify well who are paying customers and providers for the company.…”

Section: Access To Successmentioning

confidence: 99%

Eco Cuty: The Eco-Friendly Marketing Strategy Model for MSME’s Economic Recovery Movement Post-Covid 19

2023

QAS

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The Covid-19 pandemic has significantly impacted various sectors, especially the global economy, resulting in limited MSME operations and fewer consumers who shopped directly compared to regular days. The new eco-friendly marketing system utilizing technology is a new obstacle for MSMEs in marketing their products because it relates to understanding, readiness, and ability to apply the technology. This study explores implementing an integrated ecofriendly marketing strategy model by MSME actors in Central Java in the context of economic recovery after the Covid-19 pandemic. This type of research is exploratory qualitative research with the subject of MSMEs in eco-friendly products in Central Java. The data collection technique used non-probability sampling (snowball sampling). The analysis starts with data reduction, data presentation, and summarization. The results of the study indicate that the implementation of the "ECO CUTY" solution model can be done in three ways, including (1) entrepreneurial skills; (2) institutional strengthening as an economic force to produce quality products; (3) sociopreneur skills. The implication of this research is to provide a multiplier effect by improving MSME business performance at the international level through the government's role in facilitating online single submission program management in order to monitor developments comprehensively so that governments can later adopt the successful implementation of the "ECO CUTY" model in other countries.

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Impact of Strategic and Tactical Green Marketing Orientation on SMEs Performance

Cited by 11 publications

References 77 publications

The The Interplay of Tactical Green Marketing Orientation and Service Innovation Capability on Sustainable Business Performance

The The Interplay of Tactical Green Marketing Orientation and Service Innovation Capability on Sustainable Business Performance

Social risk, green market orientation, entrepreneurial orientation, and new product performance among European Multinational Enterprises operating in developing economies

Eco Cuty: The Eco-Friendly Marketing Strategy Model for MSME’s Economic Recovery Movement Post-Covid 19

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