Marketing Strategy: Challenges and Initiatives in the Emerging Green Marketing Environment
A special issue of Administrative Sciences (ISSN 2076-3387).
Deadline for manuscript submissions: closed (1 July 2017) | Viewed by 459
Special Issue Editors
Interests: marketing strategy; corporate social responsibility; environmental (green) marketing; volunteering and quality of life; precautionary principle - empirical study; CSR and business performance
Interests: several areas of green marketing; marketing strategy; CSR; corporate reputation; green consumer decision making and strategy; green consumerism; sustainability for education
Special Issue Information
Dear Colleagues,
Marketing strategy consists of creating unique, meaningful, supportable ways of achieving the organizational objectives, while taking account of the changes in the market environment (Wael, Idris, and Momani 2013). The fundamentals of marketing strategy remain the same, but globally, the market environment has moved beyond green marketing and is shifting towards holistic sustainability practices (Pandey, Kumari, Shrivastava, and Rai 2012). This is opening up new parameters for actions across global frontiers. Consumers’ sentiments towards the sustainability paradigm are becoming progressively stronger, driving market forces towards green competitive dynamics. This has resulted in firms structuring their strategic actions to respond to this sustainable preference (Hong-Wei and Balmer 2013).
The contribution of marketing for sustainability in translating the organizational objectives and plans into a viable sustainability marketing strategy reflects market place realities (strategy maps the ‘how’ of organizational planning). However, a dynamic market environment requires dynamic marketing strategies. What does a turbulent and disruptive sustainable market transformation mean in terms of strategy development and actions? Currently, there appear to be uncertainties and a lack of evidence-based clarity regarding the actions that can identify the experience on how to approach this new market environment (Tsekouropoulos, Andreopoulou, and Misso 2015; Grimmer, and Woolley 2014).
Some basic questions need to be addressed. While the issues are numerous and we do not wish to limit the contributions of scholars and practitioners of marketing, below are some suggestions that could provide a framework for the contributions that we would consider appropriate for this Special Issue.
- Incorporating green strategy into a company’s overall vision
- Green marketing mix
- Green sustainable marketing strategy
- How to and on what bases green markets can be segmented
- The emerging sustainability imperatives and green marketing strategies
- Cases that reflect Marketing Strategies and their influence in sustainability thinking
- Innovative theoretical foundations on green marketing strategies
Dr. Mehdi Taghian
Dr. Clare D’Souza
Guest Editors
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References
Tsekouropoulos, George, Zacharoula S. Andreopoulou, and Rosa Misso (2015), "5. Green business, Integrated marketing communications and green marketing strategy for sustainability", GOingREEN. A collaborative platform for the Excellences of Campania Region: A collaborative platform for the Excellences of Campania Region, 1: 123.
Grimmer, Martin, and Meghann Woolley (2014), "Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits," Journal of Marketing Communications, 4: 231-250.
Mohd, Wael, Subhi Idris, and Raed A. Momani (2013), "Impact of Environmental Dynamism on Marketing Strategy Comprehensiveness and Organizational Performance, " International Journal of Business and Management, 8 (9): 40.
He, Hong-Wei, and John MT Balmer (2013), "A grounded theory of the corporate identity and corporate strategy dynamic: A corporate marketing perspective." European Journal of Marketing 47 (3/4): 401-430.
Pandey, D., Kumari, S., Shrivastava, P., & Rai, U. K. (2012). Sustainable Marketing Practices: A Potential Strategy for Sustainable Development in Emerging Economies. Emerging Marketing Paradigms published by Excel India Publishers, New Delhi, 417-423.
Keywords
- strategy
- sustainability
- green marketing strategy
- sustainability
- green market segments
- green marketing mix
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