Journal
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume 39, Issue 1, Pages 158-174Publisher
SPRINGER
DOI: 10.1007/s11747-010-0227-0
Keywords
Green marketing strategy; Environmental strategy; Stakeholder analysis
Categories
Ask authors/readers for more resources
As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of green as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm's stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available