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Matrix Model for Choosing Green Marketing Sustainable Strategic Alternatives

Author

Listed:
  • Catalina Sitnikov

    (University of Craiova)

  • Laura Vasilescu

    (University of Craiova)

  • Radu Ogarca

    (University of Craiova)

  • Sorin Tudor

    (University of Craiova)

Abstract

Green marketing examines the symbiotic role played by marketing in ensuring sustainable business, exploring issues concerning the environment and the way strategic decisions can influence it. At present, the environmental issues concern more and more the competitive approach any organization can implement. Based on this approach, organizations can gain competitive advantage by managing environmental variables and by developing and implementing green marketing strategies. Considering the importance and impact of green marketing, by using theoretical concepts and defining a set of research directions, the paper and the research conducted were focused on creating a matrix model for choosing the optimal green marketing strategy, oriented towards competitive advantage. The model is based on the correlation that can be established among the generic strategies of competitive advantage, the variables of extended marketing mix (7Ps) and the green marketing strategy matrix. There are also analyzed the implications that may be generated within a company by the adoption of a green marketing strategy and its role in promoting the environmental benefits of products.

Suggested Citation

  • Catalina Sitnikov & Laura Vasilescu & Radu Ogarca & Sorin Tudor, 2015. "Matrix Model for Choosing Green Marketing Sustainable Strategic Alternatives," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 909-909, August.
    • Handle: RePEc:aes:amfeco:v:40:y:2015:i:17:p:909
    as

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    File URL: http://www.amfiteatrueconomic.ro/temp/Article_2438.pdf
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Alina-Georgiana Motoi & Aurelia Dumitru, 2016. "The General Framework Of Accounting Within The Projects Financed From Structural Funds," Social Sciences and Education Research Review, Department of Communication, Journalism and Education Sciences, University of Craiova, vol. 3(2), pages 55-70, December.
    2. Otakar Ungerman & Jaroslava Dědková, 2020. "Model of the circular economy and its application in business practice," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(4), pages 3407-3432, April.
    3. Ungerman Otakar & Dědková Jaroslava, 2021. "Current Implementation of the Circular Economy in Enterprises in the Czech Republic," Review of Economic Perspectives, Sciendo, vol. 21(2), pages 189-210, June.
    4. Husna Ara & Jasmine Yeap Ai Leen & Siti Hasnah Hassan, 2019. "GMS for Sustainability Performance in the Apparel Manufacturing Industry: A Conceptual Framework," Vision, , vol. 23(2), pages 170-179, June.

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    More about this item

    Keywords

    matrix model; green marketing strategy; competitive advantage; sustainability; extended marketing mix;
    All these keywords.

    JEL classification:

    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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