Abstract
References
- Ben-Daya, M., Darwis, M. and Ertogral, K. (2008). The joint economic lot sizing problem: Review and extensions. European Journal of Operational Research, vol. 185. Goyal, S. K. (1977). An integrated inventory model for a single supplier-single customer problem. International Journal of Production Research, vol.15. Barbieri, J. C. (2007). Organizações inovadoras sustentáveis. São Paulo: Atlas. Bateman, Thomas S. and Snell, Scott A. (2006). Administração: novo cenário competitivo. São Paulo: Atlas. Cooper, Donald R. and Schindler, Pamela S. (2004). Métodos de Pesquisa em Administração. Porto Alegre: Bookman. Dias, Reinaldo. (2007). Marketing Ambiental: ética, responsabilidade social e competitividade nos negócios. São Paulo: Atlas. Kotler, Philip. (2000). Administração de Marketing. São Paulo: Prentice Hall. Marconi, Marina de Andrade and Lakatos, Eva Maria. (2009). Técnicas de pesquisa: planejamento e execução de pesquisa, elaboração, análise e interpretação de dados. São Paulo: Atlas. Moreira, Daniel Augusto and Queiroz, Ana Carolina S. (2007). Inovação Organizacional e Tecnológica. São Paulo: Thomson Learning. Ottman, Jacquelyn A. (1994). Marketing Verde: desafios e oportunidades para a nova era do marketing. São Paulo: Makron Books. Neto, Alexandre Shigunov. et al. (2005). Fundamentos da Ciência Administrativa. Rio de Janeiro: Editora Ciência Moderna Ltda. Pride. William M. and Ferrel, O. C. (2001). Marketing: conceitos e estratégias. Rio de Janeiro: LTC. Wood jr. Thomaz. (2004). Mudança Organizacional. São Paulo: Atlas.
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.
References
- Ben-Daya, M., Darwis, M. and Ertogral, K. (2008). The joint economic lot sizing problem: Review and extensions. European Journal of Operational Research, vol. 185. Goyal, S. K. (1977). An integrated inventory model for a single supplier-single customer problem. International Journal of Production Research, vol.15. Barbieri, J. C. (2007). Organizações inovadoras sustentáveis. São Paulo: Atlas. Bateman, Thomas S. and Snell, Scott A. (2006). Administração: novo cenário competitivo. São Paulo: Atlas. Cooper, Donald R. and Schindler, Pamela S. (2004). Métodos de Pesquisa em Administração. Porto Alegre: Bookman. Dias, Reinaldo. (2007). Marketing Ambiental: ética, responsabilidade social e competitividade nos negócios. São Paulo: Atlas. Kotler, Philip. (2000). Administração de Marketing. São Paulo: Prentice Hall. Marconi, Marina de Andrade and Lakatos, Eva Maria. (2009). Técnicas de pesquisa: planejamento e execução de pesquisa, elaboração, análise e interpretação de dados. São Paulo: Atlas. Moreira, Daniel Augusto and Queiroz, Ana Carolina S. (2007). Inovação Organizacional e Tecnológica. São Paulo: Thomson Learning. Ottman, Jacquelyn A. (1994). Marketing Verde: desafios e oportunidades para a nova era do marketing. São Paulo: Makron Books. Neto, Alexandre Shigunov. et al. (2005). Fundamentos da Ciência Administrativa. Rio de Janeiro: Editora Ciência Moderna Ltda. Pride. William M. and Ferrel, O. C. (2001). Marketing: conceitos e estratégias. Rio de Janeiro: LTC. Wood jr. Thomaz. (2004). Mudança Organizacional. São Paulo: Atlas.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | August 31, 2017 |
| Submission Date | August 30, 2017 |
| Published in Issue | Year 2017 |
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