Green marketing strategy and the four ps of marketing. Investigating how infrastructure, location, stringent research and development and horticultural clusters influence competitive advantage of cut flower companies. To achieve its vision of sustainable development, the cbsa promotes a performancebased approach that enhances transparency and accountability in sustainable development. The results also suggest that the adoption of a green export marketing strategy has a positive effect on the firms export performance. The goal of economic sustainability is to keep the quality of life. Oct 09, 20 sustainability refers to business sustainability too. We have mentioned marketing a few times already in the above introduction as. Export marketing strategies for high exporting performance 5 the losers are the firms whose advantages are nonexistent or not well exploited. When sustainable marketing focus on just building the and maintaining long term customer relationships, sustainability marketing gives importance for improving it further too, again with economic, social and ecological issues as the foundation. The marketing information obtained from your export research efforts will be used to draw up your export marketing strategy.
Although significant prior work has examined drivers and performance consequences of adaptationstandardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable. Sustainable export marketing strategy fit and performance. Increasing environmental issues, economic and cultural differences, the regulatory framework and the great attention to social responsibility, have forced companies to face the challenge of sustainability. The authors found that people who fit this description demonstrated 16% better overall performance, 125% less burnout, 32% more commitment to the organization. Sustainable export marketing strategy fit and performance journal. Preparing an export marketing strategy for your firm. The role of sustainability environment in export marketing.
The impact of product market strategyorganizational. In other words, sales are begetting more sales through loyalty programs, upsell and crosssell migrations, customer referrals, and viral. The results indicate that sustainable export marketing strategy adaptation is the. For most, the concept remains abstract and theoretical. Content marketing is rampantly used nowadays as a business development strategy. On the critical question of performance consequences, the findings suggest that superior performance results from strategy standardization only to the extent that there is fit or coalignment between the mncs environmental context and its international marketing strategy choice. The problem may be in the strategy formulation or, more commonly, in the implementation phase. For sustainability in export marketing strategies, its dimensions and types, we mainly concentrated on the recent articles in relation to the export environmental marketing strategies. Digital business strategy, blockchain strategy, aiiot strategy, new business development, organizational transformation, large scale it project management etc. Request pdf sustainable export marketing strategy fit and performance despite the growing global importance of sustainability issues, scant research has. Keywords sustainability 4 marketing strategy 4 strategy fit 4 export performance. Leonidou athina zeriti is lecturer in marketing, durham university. Sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers and the company. Most of the studies dealing with marketing strategy determinants of export performance.
Data for the theoretical part was gained from published. Leonidou, journaljournal of international marketing, year2014, volume22, pages4466. The key question that will be analysed, how should environmental and social consideration to be integrated in the business and marketing strategy. In addition, the authors find that the strength of the link between ecofriendly export marketing strategy and export performance is positively moderated by foreign market environmental public concern and. Blockchain for sustainable development aligned with apis. Sustainable export marketing strategy fit and performance core. Sustainable export marketing strategy fit and performance athina. We must satisfy the custome slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Sustainable business strategies and pestel framework. Robson and stavroula spyropoulou and constantinos n.
Marketing strategy determinants of export performance. The corporate world has the moral duty to use natural recourses and explore new resources with sustainable alternative. The achievement of such a goal asks for a drastic change. Also, greater attention was given to investigating the. The marketing mix, also known as the four ps of marketing, is the combination of product a tangible good or intangible service that is marketed to a consumer. In a marketing context, this is a business that maintains brand visibility and keeps sales humming using techniques that are selfperpetuating.
The impact of product market strategyorganizational culture. If an appropriate and effective business development strategy will be associated with the action plans of the business, there will be higher chances of corporate growth, sales improvement, operational. Furthermore, a good brand image and a higher level of brand awareness, which are. Examining firm and environmental influences on export marketing mix strategy and export performance of australian exporters aron ocass university of newcastle craig c. However, lacking sufficient research on the association of antecedent factors with export marketing strategy, the scope of this study is confined to that part of the export performance model focusing on the relationship between marketing strategy variables i. Strategy fit and performance consequences of international. Export marketing strategy implementation, export marketing capabilities, and export venture performance neil a. Only complaint is that the text while small is also less than jet black in colour and against the paper nice bright white, appears a little towards newspaper quality in the graphics in the books. Building on contingency theory and the concept of strategic fit, the authors. The study set out to do an analysis of factors influencing sustainable competitive advantage among cut flower companies. Understanding the core principles of sustainable marketing. In the coming sections we will discuss each element in more detail highlighting some of the issues that need to be considered when preparing your strategy in respect of each. Today, mcdonalds has responded with a more sustainable strategy of diversifying into.
Sustainable marketing and sustainability marketing is divided by a thin line. After analyzing the data, the effects of sustainable marketing on brand equity and consumer behavior were concluded. Thus, the adaption of a proper marketing strategy in order to achieve a sustainable competitive advantage in the market specially export markets has become an important principle in. Specifically, we assess the relationship among three important elements of a firms product market strategy and the four cultural orientations that. The effects of sustainable marketing on brand equity and. Business strategy and management disciplines are increasingly incorporating sustainable development into their long. Examining firm and environmental influences on export. Characteristics related to production processes, policies and practices of the producer, i.
Export marketing strategy implementation, export marketing. Despite the growing global importance of sustainability issues, scant research has examined marketing strategy. On the critical question of performance consequences, the findings suggest that superior performance results from strategy standardization only to the extent that there is fit or coalignment between the. Leonidou athina zeriti is lecturer in marketing, durham university business school, durham university email. Print is quite small but material is very good with up to date examples. Benefits of sustainable development strategies as mentioned earlier, the adoption of the new cloud computing services and technology will assist in the reduction of capital expenditure and. Sustainable export marketing strategy fit and performance athina zeriti, matthew j. Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. In relation to the export performance, its dimensions and types, we focused on the articles associated with adopting sustainable strategies. Blockchain for sustainable development aligned with apis ryotarosekine, associate partner, digital strategy consulting. Article information, pdf download for sustainable export marketing strategy fit and. Sustainable marketing includes a definition of the concept, as well as sustainable consumer behaviour, sustainable marketing strategy, sustainable marketing mix and benefits of sustainable marketing. Benefits of sustainable development strategies as mentioned earlier, the adoption of the new cloud computing services and technology will assist in the reduction of capital expenditure and carbon footprint grossman 2009, highlighting the importance of sustainable corporate responsibility, thus sustainable strategy.
Data for the theoretical part was gained from published sources, such as books and. Antecedents and consequences of an ecofriendly export. Leonidou abstract despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Sustainable marketing has a positive effect on branding by enhancing brand equity. Pdf export marketing strategy implementation, export. Attempts to investigate the influence of marketing strategy on export performance began in the early 1960s with the pioneering work of tookey 1964, who surveyed british. In addition, the authors find that the strength of the link between eco. Journal of international marketing, issne 15477215, vol. Dec 18, 2010 drawing on the organization theory literature concerning configuration theory, competing values theory, and fit assessment methodologies, we examine the existence and performance impact of product market strategyorganization culture fit. When sustainable marketing focus on just building the and maintaining long term customer relationships, sustainability. Sustainability marketing strategy 3 linkedin slideshare. Youll still not get it, but you will learn about sustainable business. Degree programme international business supervisors karjalainen mari assigned by none abstract the research objectives were geared towards. The export marketing strategy provides a fairly broad discussion of these four elements, with perhaps no more than a page or two being devoted to each of the four elements.
Sustainability marketing strategy 1 linkedin slideshare. Sustainable export marketing strategy fit and performance article in journal of international marketing 224. Feb 17, 2017 overview of the basics of sustainability marketing strategy and the paradox of the customer as king paradigm of modern marketing. A business development strategy plan mainly focuses on the identification of the business development strategy that the company can use. Degree programme international business supervisors karjalainen mari assigned by none abstract the research objectives were geared towards understanding the uniqueness of sustainable business compared to conventional business. The role of sustainability environment in export marketing strategy. The recommended five dimensions of marketing strategies are competitive marketing strategy, relationship marketing strategy, social marketing strategy, related diversification.
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