Drivers and performance outcomes of ecological export marketing strategies: a resource-based perspective
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Date Issued
2012
Abstract
Despite the plethora of research on environmental marketing issues within the domestic marketing domain, studies on the subject are virtually absent in
international marketing. However, there is evidence indicating that firms adopting
ecologically-friendly marketing strategies are increasingly becoming more successful
in international markets, as opposed to those following non-ecological foreign
marketing practices. Our study sheds light on this important issue. Drawing on the resource-based view of the firm, we identify four organizational resources (physical, financial, research, scale) and four organizational capabilitie (relationship building, technology response, shared vision, cross-functional coordination) with a
potential effect on building an environmentally-friendly export marketing strategy.
The implementation of this strategy is hypothesized to have a positive effect on the
exporter’s competitive advantage. The strength of the latter association is expected to be moderated by the degree of competitive intensity and environmental public concern within the specific foreign market in which the exporter operates. The model is tested on data from 202 exporters of manufactured goods. The results emphasize the importance of designing ecologically-friendly export marketing strategies in foreign markets, and have important implications for both export marketing
managers and public policymakers
international marketing. However, there is evidence indicating that firms adopting
ecologically-friendly marketing strategies are increasingly becoming more successful
in international markets, as opposed to those following non-ecological foreign
marketing practices. Our study sheds light on this important issue. Drawing on the resource-based view of the firm, we identify four organizational resources (physical, financial, research, scale) and four organizational capabilitie (relationship building, technology response, shared vision, cross-functional coordination) with a
potential effect on building an environmentally-friendly export marketing strategy.
The implementation of this strategy is hypothesized to have a positive effect on the
exporter’s competitive advantage. The strength of the latter association is expected to be moderated by the degree of competitive intensity and environmental public concern within the specific foreign market in which the exporter operates. The model is tested on data from 202 exporters of manufactured goods. The results emphasize the importance of designing ecologically-friendly export marketing strategies in foreign markets, and have important implications for both export marketing
managers and public policymakers
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