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Title: Drivers and performance outcomes of an eco-friendly corporate and marketing strategy in smaller manufacturing firms
Authors: Leonidou, Leonidas C. 
Leonidou, C.N. 
Christodoulides, Paul 
Keywords: Environmental marketing;Marketing strategy;Business performance;SMEs
Category: Environmental Engineering;Economics and Business
Field: Engineering and Technology;Social Sciences
Issue Date: 2011
Source: Academy of Marketing 2011 Conference, Liverpool.
Abstract: With the intensification of problems relating to the environment, a growing number of firms are becoming more ecologically conscious. This paper presents the results of a study conducted among 103 small manufacturers located in Cyprus, focusing on the internal/external drivers of their ecofriendly strategy, and resulting performance outcomes. The findings confirmed the instrumental role of organisational resources and capabilities in forming an environmental orientation in these firms, as well as that of public concern (but not that of environmental legislation). This environmental orientation subsequently provides the basis toward building sound eco-friendly strategies at both the corporate and marketing levels. The implementation of these strategies is conducive to building an advantage against competitors, which was shown to enhance the firm’s market (but not financial) dimensions of business performance. These findings have important implications for designing appropriate business strategies, as well as formulating the right policies at governmental level to enhance environmental sensitivity among small manufacturing units.
Type: Conference Papers
Appears in Collections:Δημοσιεύσεις σε συνέδρια/Conference papers

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