Green marketing in B2B organisations: an empirical analysis from the natural‐resource‐based view of the firm
Green marketing in B2B organisations: an empirical analysis from the natural‐resource‐based view of the firm
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DOI：
10.1108/08858621311330245
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发表时间：
2013-11
影响因子：
3.1
通讯作者：
E. Fraj;Eva Martínez;Jorge Matute
中科院分区：
文献类型：
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作者：
E. Fraj;Eva Martínez;Jorge Matute
目的-遵循公司的自然资源为基础的观点，本文旨在分析绿色营销策略对企业对企业组织绩效的影响。此外，它的目的是探索积极的环境management.Design/方法/方式的驱动程序的组织资源的作用-偏最小二乘分析的结构方程的基础上的模型被用来测试的假设。这个模型进行了测试的样本181 industrial organizations.Findings -研究结果证实，经理间接发挥关键作用，通过整合环境价值观到组织文化的设计和发展的绿色营销策略。他们还表明，虽然以市场为导向的做法直接决定经济绩效，内部导向的活动间接影响财务结果，通过改善公司的环境performance.Research限制/影响-这项研究部分整合…
Purpose – Following the natural resource based view of the firm, this paper seeks to analyse the influence of a green marketing strategy on the performance of business‐to‐business organisations. Also, it aims to explore the role of organisational resources as drivers of proactive environmental management.Design/methodology/approach – A model based on structural equations with partial least squares analysis is used to test the hypotheses. This model was tested on a sample of 181 industrial organisations.Findings – The findings confirm that managers indirectly play a key role in the design and development of green marketing strategies through the integration of environmental values into the organisational culture. They also reveal that, while market‐oriented practices directly determine economic performance, internally oriented activities indirectly influence financial results through the improvement of the firm's environmental performance.Research limitations/implications – This research partially integrat...