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Title: Internal and external drivers of green export business strategy: their impact on competitive advantage and performance
Authors: Leonidou, Leonidas C. 
Katsikeas, Constantine S. 
Fotiades, Thomas A. 
Christodoulides, Paul 
Keywords: Exporting;Environmental management;Business strategy;Business performance
Category: Electrical Engineering - Electronic Engineering - Information Engineering;Economics and Business
Field: Engineering and Technology;Social Sciences
Issue Date: 2012
Publisher: © Academy of Marketing
Source: Academy of Marketing Conference, United Kingdom, 2– 5 July 2012
Conference: Academy of Marketing Conference 
Abstract: With the intensification of problems relating to the environment, exporting firms are increasingly confronted with ecologically conscious consumers and stricter environmental laws in many countries. The paper presents the results of a study conducted among 216 Greek exporters of manufactured goods, focusing on the internal and external drivers of an eco-friendly exporting business strategy, and its resulting effects on competitive advantage and performance. Our findings confirmed the instrumental role of environmental public concern, competitive intensity, organizational culture, and management profile on an eco-friendly export business strategy. The latter was found to have a positive effect on the firm’s product differentiation competitive advantage, although there was no impact on cost leadership advantage. The product differentiation advantage was in turn revealed to be positively associated with both export market performance and export financial performance. However, such association with performance was not established in the case of cost leadership advantage. Keywords
Rights: © Academy of Marketing
Type: Conference Papers
Appears in Collections:Δημοσιεύσεις σε συνέδρια/Conference papers

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