IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v6y2016i3p2158244016667991.html
   My bibliography  Save this article

Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies

Author

Listed:
  • Vinod Kumar
  • Zillur Rahman
  • A. A. Kazmi

Abstract

The present research is aimed at analyzing and evaluating the influence of key stakeholders on sustainability marketing strategies (SMSs) of multi-industry Indian companies. The study objective is achieved in several phases, including development of typology of SMS of Indian companies, identification and classification of stakeholders, and evaluation of influence of various stakeholders on SMS of Indian companies. To achieve these objectives, data were collected from Business Standard 1,000 companies through email survey, and 153 complete responses were received. Empirical evidence shows that most of the Indian companies are either undecided about or uninterested in adopting sustainability marketing (SM) practices, or are not showing their interest in adopting sustainability. Findings further reveal that stakeholders exert environmental, social, and economic pressures on Indian companies; managers of Indian companies feel considerable pressure from environmental stakeholders for adopting SMS, while the pressure from social and economic stakeholders is comparatively less. The study will help managers manage stakeholders effectively while formulating SMSs.

Suggested Citation

  • Vinod Kumar & Zillur Rahman & A. A. Kazmi, 2016. "Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies," SAGE Open, , vol. 6(3), pages 21582440166, September.
    • Handle: RePEc:sae:sagope:v:6:y:2016:i:3:p:2158244016667991
    DOI: 10.1177/2158244016667991
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244016667991
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2158244016667991?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. D. Vazquez-Brust & C. Liston-Heyes & J. Plaza-Úbeda & J. Burgos-Jiménez, 2010. "Stakeholders Pressures and Strategic Prioritisation: An Empirical Analysis of Environmental Responses in Argentinean Firms," Journal of Business Ethics, Springer, vol. 91(2), pages 171-192, February.
    2. Benjamin Neville & Simon Bell & Gregory Whitwell, 2011. "Stakeholder Salience Revisited: Refining, Redefining, and Refueling an Underdeveloped Conceptual Tool," Journal of Business Ethics, Springer, vol. 102(3), pages 357-378, September.
    3. Kristel Buysse & Alain Verbeke, 2003. "Proactive environmental strategies: a stakeholder management perspective," Strategic Management Journal, Wiley Blackwell, vol. 24(5), pages 453-470, May.
    4. Supriti Mishra & Damodar Suar, 2010. "Does Corporate Social Responsibility Influence Firm Performance of Indian Companies?," Journal of Business Ethics, Springer, vol. 95(4), pages 571-601, September.
    5. Harry Bremmers & Onno Omta & Ron Kemp & Derk‐Jan Haverkamp, 2007. "Do stakeholder groups influence environmental management system development in the Dutch agri‐food sector?," Business Strategy and the Environment, Wiley Blackwell, vol. 16(3), pages 214-231, March.
    6. Goodpaster, Kenneth E., 1991. "Business Ethics and Stakeholder Analysis," Business Ethics Quarterly, Cambridge University Press, vol. 1(1), pages 53-73, January.
    7. Sanjay Sharma & Irene Henriques, 2005. "Stakeholder influences on sustainability practices in the Canadian forest products industry," Strategic Management Journal, Wiley Blackwell, vol. 26(2), pages 159-180, February.
    8. Ari Paloviita & Vilma Luoma‐aho, 2010. "Recognizing definitive stakeholders in corporate environmental management," Management Research Review, Emerald Group Publishing Limited, vol. 33(4), pages 306-316, March.
    9. Magali Delmas & Michael W. Toffel, 2004. "Stakeholders and environmental management practices: an institutional framework," Business Strategy and the Environment, Wiley Blackwell, vol. 13(4), pages 209-222, July.
    10. Subhabrata Bobby Banerjee & Annabel‐Mauve Bonnefous, 2011. "Stakeholder management and sustainability strategies in the French nuclear industry," Business Strategy and the Environment, Wiley Blackwell, vol. 20(2), pages 124-140, February.
    11. Supriti Mishra & Damodar Suar, 2010. "Do stakeholder management strategy and salience influence corporate social responsibility in Indian companies?," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 6(2), pages 306-327, June.
    12. Don Clifton & Azlan Amran, 2011. "The Stakeholder Approach: A Sustainability Perspective," Journal of Business Ethics, Springer, vol. 98(1), pages 121-136, January.
    13. Frank‐Martin Belz & Birte Schmidt‐Riediger, 2010. "Marketing strategies in the age of sustainable development: Evidence from the food industry," Business Strategy and the Environment, Wiley Blackwell, vol. 19(7), pages 401-416, November.
    14. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
    15. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    16. G. Tomas M. Hult & Jeannette A. Mena & O. C. Ferrell & Linda Ferrell, 2011. "Stakeholder marketing: a definition and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 44-65, March.
    17. Irene Henriques & Sanjay Sharma, 2005. "Pathways of stakeholder influence in the Canadian forestry industry," Business Strategy and the Environment, Wiley Blackwell, vol. 14(6), pages 384-398, November.
    18. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    19. Sumesh Ramachandran Nair & C. Ganesh Menon, 2008. "An environmental marketing system – a proposed model based on Indian experience," Business Strategy and the Environment, Wiley Blackwell, vol. 17(8), pages 467-479, December.
    20. Nicole Darnall & Irene Henriques & Perry Sadorsky, 2010. "Adopting Proactive Environmental Strategy: The Influence of Stakeholders and Firm Size," Journal of Management Studies, Wiley Blackwell, vol. 47(6), pages 1072-1094, September.
    21. David Christopher Sprengel & Timo Busch, 2011. "Stakeholder engagement and environmental strategy – the case of climate change," Business Strategy and the Environment, Wiley Blackwell, vol. 20(6), pages 351-364, September.
    22. Xiaohua Yang & Cheryl Rivers, 2009. "Antecedents of CSR Practices in MNCs’ Subsidiaries: A Stakeholder and Institutional Perspective," Journal of Business Ethics, Springer, vol. 86(2), pages 155-169, March.
    23. Josefina L. Murillo‐Luna & Concepción Garcés‐Ayerbe & Pilar Rivera‐Torres, 2008. "Why do patterns of environmental response differ? A stakeholders' pressure approach," Strategic Management Journal, Wiley Blackwell, vol. 29(11), pages 1225-1240, November.
    24. Céspedes-Lorente, José & Burgos-Jiménez, Jerónimo de & Álvarez-Gil, Maria José, 2003. "Stakeholders' environmental influence. An empirical analysis in the Spanish hotel industry," Scandinavian Journal of Management, Elsevier, vol. 19(3), pages 333-358, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ali Ebrahimi Ghahnavieh, 2018. "The Influence of Marketing Factors on the Marketing Strategic Planning in SNOWA Corporation," Business and Management Studies, Redfame publishing, vol. 4(4), pages 51-60, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Julia Wolf, 2013. "Improving the Sustainable Development of Firms: The Role of Employees," Business Strategy and the Environment, Wiley Blackwell, vol. 22(2), pages 92-108, February.
    2. Marta Pinzone & Emanuele Lettieri & Cristina Masella, 2015. "Proactive Environmental Strategies in Healthcare Organisations: Drivers and Barriers in Italy," Journal of Business Ethics, Springer, vol. 131(1), pages 183-197, September.
    3. Samantha Miles, 2017. "Stakeholder Theory Classification: A Theoretical and Empirical Evaluation of Definitions," Journal of Business Ethics, Springer, vol. 142(3), pages 437-459, May.
    4. Qi Guoyou & Zeng Saixing & Tam Chiming & Yin Haitao & Zou Hailiang, 2013. "Stakeholders' Influences on Corporate Green Innovation Strategy: A Case Study of Manufacturing Firms in China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(1), pages 1-14, January.
    5. Christin Seifert & Matthias Damert & Edeltraud Guenther, 2020. "Environmental Management in German Hospitals—A Classification of Approaches," Sustainability, MDPI, vol. 12(11), pages 1-24, May.
    6. Paola Garrone & Luca Grilli & Boris Mrkajic, 2018. "The role of institutional pressures in the introduction of energy‐efficiency innovations," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1245-1257, December.
    7. Anton Shevchenko, 2021. "Do financial penalties for environmental violations facilitate improvements in corporate environmental performance? An empirical investigation," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 1723-1734, May.
    8. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    9. Mutti, Diana & Yakovleva, Natalia & Vazquez-Brust, Diego & Di Marco, Martín H., 2012. "Corporate social responsibility in the mining industry: Perspectives from stakeholder groups in Argentina," Resources Policy, Elsevier, vol. 37(2), pages 212-222.
    10. Quang Le Van & Thanh Viet Nguyen & Manh Hung Nguyen, 2019. "Sustainable development and environmental policy: The engagement of stakeholders in green products in Vietnam," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 675-687, July.
    11. Chin‐jung Luan & Chengli Tien & Pei‐hua Wu, 2013. "Strategizing Environmental Policy and Compliance for Firm Economic Sustainability: Evidence from Taiwanese Electronics Firms," Business Strategy and the Environment, Wiley Blackwell, vol. 22(8), pages 517-546, December.
    12. Tatoglu, Ekrem & Bayraktar, Erkan & Sahadev, Sunil & Demirbag, Mehmet & Glaister, Keith W., 2014. "Determinants of voluntary environmental management practices by MNE subsidiaries," Journal of World Business, Elsevier, vol. 49(4), pages 536-548.
    13. Lixiang Wang & Weian Li & Lujun Qi, 2020. "Stakeholder Pressures and Corporate Environmental Strategies: A Meta-Analysis," Sustainability, MDPI, vol. 12(3), pages 1-16, February.
    14. Lyton Chithambo & Venancio Tauringana & Ishmael Tingbani & Laura Achiro, 2022. "Stakeholder pressure and greenhouses gas voluntary disclosures," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 159-172, January.
    15. Christin Seifert & Edeltraud Guenther, 2020. "Who cares?—Stakeholder relevance for voluntary environmental management in hospitals," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1786-1799, July.
    16. Corinna Dögl & Michael Behnam, 2015. "Environmentally Sustainable Development through Stakeholder Engagement in Developed and Emerging Countries," Business Strategy and the Environment, Wiley Blackwell, vol. 24(6), pages 583-600, September.
    17. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    18. Oksana Seroka‐Stolka & Kamil Fijorek, 2020. "Enhancing corporate sustainable development: Proactive environmental strategy, stakeholder pressure and the moderating effect of firm size," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2338-2354, September.
    19. Alvaro Rojas & Daniel Lorenzo, 2021. "Environmental and Social Goals in Spanish SMEs: The Moderating Effect of Family Influence," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    20. Nguyen Phong Nguyen & Samuel Adomako, 2022. "Stakeholder pressure for eco‐friendly practices, international orientation, and eco‐innovation: A study of small and medium‐sized enterprises in Vietnam," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 79-88, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:6:y:2016:i:3:p:2158244016667991. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.