Sustainability marketing strategy 1 linkedin slideshare. Sustainable marketing has a positive effect on branding by enhancing brand equity. Marketing strategy determinants of export performance. Specifically, we assess the relationship among three important elements of a firms product market strategy and the four cultural orientations that. The study set out to do an analysis of factors influencing sustainable competitive advantage among cut flower companies. The problem may be in the strategy formulation or, more commonly, in the implementation phase. In relation to the export performance, its dimensions and types, we focused on the articles associated with adopting sustainable strategies. Leonidou athina zeriti is lecturer in marketing, durham university business school, durham university email. 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. Green marketing strategy and the four ps of marketing.
Data for the theoretical part was gained from published sources, such as books and. The marketing information obtained from your export research efforts will be used to draw up your export marketing strategy. The impact of product market strategyorganizational. Also, greater attention was given to investigating the. Characteristics related to production processes, policies and practices of the producer, i. The role of sustainability environment in export marketing. Leonidou, journaljournal of international marketing, year2014, volume22, pages4466. Examining firm and environmental influences on export marketing mix strategy and export performance of australian exporters aron ocass university of newcastle craig c. Strategy fit and performance consequences of international. Youll still not get it, but you will learn about sustainable business.
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. Export marketing strategies for high exporting performance 5 the losers are the firms whose advantages are nonexistent or not well exploited. 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. For most, the concept remains abstract and theoretical. Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings.
Sustainable marketing and sustainability marketing is divided by a thin line. Sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers. Its goal is to capture and preserve the intellectual. The results also suggest that the adoption of a green export marketing strategy has a positive effect on the firms export performance. Blockchain for sustainable development aligned with apis ryotarosekine, associate partner, digital strategy consulting. We have mentioned marketing a few times already in the above introduction as. Sustainable export marketing strategy fit and performance. 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. Sustainable export marketing strategy fit and performance core. Sustainability marketing strategy 3 linkedin slideshare. 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. Investigating how infrastructure, location, stringent research and development and horticultural clusters influence competitive advantage of cut flower companies.
The authors found that people who fit this description demonstrated 16% better overall performance, 125% less burnout, 32% more commitment to the. We must satisfy the custome slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 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. A business development strategy plan mainly focuses on the identification of the business development strategy that the company can use. Blockchain for sustainable development aligned with apis. Export marketing strategy implementation, export marketing capabilities, and export venture performance neil a.
Export marketing strategy implementation, export marketing. The authors found that people who fit this description demonstrated 16% better overall performance, 125% less burnout, 32% more commitment to the organization. The effect of marketing capabilities and export market. 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. When sustainable marketing focus on just building the and maintaining long term customer relationships, sustainability. Examining firm and environmental influences on export. Building on contingency theory and the concept of strategic fit, the authors.
Data for the theoretical part was gained from published. Degree programme international business supervisors karjalainen mari assigned by none abstract the research objectives were geared towards. Article information, pdf download for sustainable export marketing strategy fit and. Today, mcdonalds has responded with a more sustainable strategy of diversifying into.
The impact of product market strategyorganizational culture. 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. Leonidou athina zeriti is lecturer in marketing, durham university. Feb 17, 2017 sustainability marketing strategy 3 1. The goal of economic sustainability is to keep the quality of life.
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. The key question that will be analysed, how should environmental and social consideration to be integrated in the business and marketing strategy. Robson and stavroula spyropoulou and constantinos n. The effects of sustainable marketing on brand equity and. The corporate world has the moral duty to use natural recourses and explore new resources with sustainable alternative. 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. 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 abstract despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Furthermore, a good brand image and a higher level of brand awareness, which are. Request pdf sustainable export marketing strategy fit and performance despite the growing global importance of sustainability issues, scant research has. Building on contingency theory and the concept of strategic fit, the authors develop a model of drivers of sustainable export marketing strategy adaptation and. The results indicate that sustainable export marketing strategy adaptation is the. 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. Sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers and the company.
In addition, the authors find that the strength of the link between eco. Sustainable export marketing strategy fit and performance athina. Sustainable export marketing strategy fit and performance article in journal of international marketing 224. 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. Sustainable business strategies and pestel framework. Sustainable export marketing strategy fit and performance athina zeriti, matthew j. Understanding the core principles of sustainable marketing.
To achieve its vision of sustainable development, the cbsa promotes a performancebased approach that enhances transparency and accountability in sustainable development. The recommended five dimensions of marketing strategies are competitive marketing strategy, relationship marketing strategy, social marketing strategy, related diversification. Antecedents and consequences of an ecofriendly export. Content marketing is rampantly used nowadays as a business development strategy. Business strategy and management disciplines are increasingly incorporating sustainable development into their long. Feb 17, 2017 overview of the basics of sustainability marketing strategy and the paradox of the customer as king paradigm of modern marketing. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line. Keywords sustainability 4 marketing strategy 4 strategy fit 4 export performance.
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. Print is quite small but material is very good with up to date examples. 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. This report shows the 20112012 progress against the commitments made in the cbsas sustainable development strategy 201120. In a marketing context, this is a business that maintains brand visibility and keeps sales humming using techniques that are selfperpetuating. Pdf export marketing strategy implementation, export.
Creating a sustainable marketing strategy convertible solutions. 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. In other words, sales are begetting more sales through loyalty programs, upsell and crosssell migrations, customer referrals, and viral. Export marketing strategy implementation, export marketing capabilities, and export venture performance article pdf available in journal of the academy of marketing science 402. 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 achievement of such a goal asks for a drastic change. 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. Creating a sustainable marketing strategy convertible. Sustainable export marketing strategy fit and performance journal.
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