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Business Resources And Capabilities As Drivers Of Environmental Strategy: A Case Study Of The Nigerian Tourism Development Corporation (Ntdc)

Author

Listed:
  • B.E.A. OGHOJAFOR

    (University of Lagos, Nigeria)

  • O.A. Ogunkoya

    (Olabisi Onabanjo University, Ago Iwoye, Nigeria)

Abstract

This paper is a case study that investigates the activities of the Nigerian Tourism Development Corporation (NTDC) in relation to the environmental marketing strategies of hotels in the Nigerian hospitality industry. Specifically, it studies the relationship between resources and capabilities as drivers of the environmental marketing strategy of hotels. Buildings on the resources-base view, this study explains the drivers and outcomes of environmentally friendly marketing strategies in the Nigeria hotel services. It is a survey research design in which data that were collected from 152 hotels personnel reveals that possessing sufficient physical and financial resources is an instrument towards achieving effective green marketing strategies. Furthermore, the study confirms that there is a significant effect of environmental marketing strategy on the competitive advantage level in the hospitality industry.

Suggested Citation

  • B.E.A. OGHOJAFOR & O.A. Ogunkoya, 2015. "Business Resources And Capabilities As Drivers Of Environmental Strategy: A Case Study Of The Nigerian Tourism Development Corporation (Ntdc)," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 401-413, November.
    • Handle: RePEc:aio:manmar:v:xiii:y:2015:i:2:p:401-413
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    References listed on IDEAS

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    1. Álvarez Gil, M. J. & Burgos Jiménez, J. & Céspedes Lorente, J. J., 2001. "An analysis of environmental management, organizational context and performance of Spanish hotels," Omega, Elsevier, vol. 29(6), pages 457-471, December.
    2. Banerjee, Subhabrata Bobby, 2002. "Corporate environmentalism: the construct and its measurement," Journal of Business Research, Elsevier, vol. 55(3), pages 177-191, March.
    3. Leonidou, Leonidas C. & Leonidou, Constantinos N. & Fotiadis, Thomas A. & Zeriti, Athina, 2013. "Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance," Tourism Management, Elsevier, vol. 35(C), pages 94-110.
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    More about this item

    Keywords

    NTDC; Environmental Marketing; Capabilities; Resources-Base View; Hotel; Ecology;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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