MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL
Abstract
Management strategies have been guided by the organization of
entities in response to environmental variables and share the same conditions
as the business process in which they exist. Special attention should be given
to green marketing as a strategic alternative in achieving organizational
sustainability. This research was based on the Contingency Theory, and finds
that organizational variables are interrelated in a complex way with external
environmental conditions, maintain interchange with them. The research entailed
meeting three specific objectives: (1) identifying the environmental variables
that influence the decision in Green Marketing; (2) evaluating the perception
by social actors of environmental variables; and (3) analyzing the trend in
performance by means of the Green Marketing tool. The methodology used was to
simulate a qualitative, descriptive and exploratory case study, applying
several procedures, with the support of a focus group, so as to produce
constructs that would support objective deductions. The variables, competitors,
economic, legal and regulatory, socio-environmental and technological variables
involved in the marketing mix were identified. The perception of the social
actors about the variables was evaluated, reinforcing their importance in the
strategic decision making process. Analyzing the applicability of green
marketing is a management strategy that confers competitive advantage to
achieve organizational sustainability. This study helps those interested in
business strategy, since its elements make it possible to construct a tool that
can be used by modern organizations with an environmental commitment. It is hoped
that this will be a collaborative product to offer to managers concerned with
organizational sustainability.
Keywords
References
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Details
Primary Language
English
Subjects
-
Journal Section
Research Article
Authors
Azenath Alves Da Silva
Brazil
Flávio De São Pedro Filho
Brazil
Maria José Aguilar Madeira
Portugal
João Artur Avelino Leão
Brazil
Tiyao Sui-qui
Canada
Publication Date
August 31, 2017
Submission Date
August 30, 2017
Acceptance Date
July 10, 2017
Published in Issue
Year 2017 Volume: 3 Number: 8