2021
DOI: 10.3390/su132413679
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The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels

Abstract: The omnichannel approach to forming marketing strategies for the development of the green competitiveness of enterprises is seen as a process for the inseparable interaction of marketing-mix elements that are aimed at promoting green competitiveness. This approach integrates traditional and digital marketing communication channels and provides consideration for stakeholder interests. The effectiveness of applying the omnichannel approach to the formation of marketing strategies to develop the green competitive… Show more

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Cited by 83 publications
(36 citation statements)
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References 81 publications
(79 reference statements)
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“…Despite the numerous investigations on the relationship between DDE and economic development, most of them are based on the single equation or multi-equation econometric techniques (Carlsson, 2004;Sui & Rejeski, 2002;Hojeghan & Esfangareh, 2011;Zhao et al, 2015;Semenova & Tarasova, 2017;Chen et al, 2021b). This study applied a spatial autoregressive model (SAR), a spatial error model (SEM) and a spatial Durbin model (SDM).…”
Section: Empirical Modelmentioning
confidence: 99%
“…Despite the numerous investigations on the relationship between DDE and economic development, most of them are based on the single equation or multi-equation econometric techniques (Carlsson, 2004;Sui & Rejeski, 2002;Hojeghan & Esfangareh, 2011;Zhao et al, 2015;Semenova & Tarasova, 2017;Chen et al, 2021b). This study applied a spatial autoregressive model (SAR), a spatial error model (SEM) and a spatial Durbin model (SDM).…”
Section: Empirical Modelmentioning
confidence: 99%
“…Due to the accumulation of specific problems in the socio-economic development of individual countries and the world at large, the consequences of the pandemic manifested themselves in different ways, drawing scientists’ attention worldwide. In particular, saw that due to the pandemic, there was an accumulation of crisis phenomena in economic and social sectors that negatively affected the economic security of the whole world [ 28 , 29 ]; cited the development of the digital economy during a pandemic [ 30 ]; cited changes in the labor market [ 31 ]; proved the negative impact of the pandemic on the expenses of Ukrainian households due to the closure of borders and a decrease in cash flows into the country [ 32 ]; in the researchers described in detail the problems that existed in the demographic sphere of many countries worldwide, which became the cornerstone of communication in the challenges of the pandemic [ 33 ]; in scientists discovered which sectors of the national economy and the socio-economic sphere needed the most attention from the government in the implementation of innovative policies due to the consequences of the pandemic [ 34 ]; and proved that the pandemic catalyzed systemic supply chain problems for sizeable multinational manufacturing companies [ 35 ]. So, it is undeniable that the COVID-19 pandemic has changed many different spheres of life in global society; researchers all over the world have changed the vectors of their research to connect the causes and consequences of the pandemic.…”
Section: Literature Reviewmentioning
confidence: 99%
“…Inequality and energy crisis are the priorities of scientists [8]. The authors proved the hypothesis of significance of the connections of the marketing communication channels quality parameters with the green competitiveness levels of enterprises [9]. The authors analyze different renewable energy [10] [11].…”
Section: Introductionmentioning
confidence: 95%