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Creating environmental knowledge through ‘green communities’ in the Spanish pharmaceutical industry

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  • Juan Gabriel Cegarra-Navarro
  • Jose-Rodrigo Cordoba-Pachon
  • Gonzalo Wandosell Fernandez de Bobadilla

Abstract

Using a knowledge-based perspective, the goal of this article is to demonstrate the relevance of environmental knowledge (EK) in the creation of customer capital (CC) and explore how organizations can create such a type of knowledge via ‘green communities’. We first describe the nature of such communities. We validate the relationships between CC and EK through an empirical investigation of 225 sellers (front-line contact people) in the Spanish pharmaceutical industry. This empirical study also suggests the development of ‘green’ communities, and shows how they can facilitate the emergence, retention, and transfer of the EK via customer relations.

Suggested Citation

  • Juan Gabriel Cegarra-Navarro & Jose-Rodrigo Cordoba-Pachon & Gonzalo Wandosell Fernandez de Bobadilla, 2007. "Creating environmental knowledge through ‘green communities’ in the Spanish pharmaceutical industry," The Service Industries Journal, Taylor & Francis Journals, vol. 29(12), pages 1745-1761, September.
    • Handle: RePEc:taf:servic:v:29:y:2007:i:12:p:1745-1761
    DOI: 10.1080/02642060902798663
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