Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation

Elena Fraj-Andrés; Eva Martínez-Salinas; Jorge Matute-Vallejo

doi:10.1007/978-3-319-18687-0_99

Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation

Elena Fraj-Andrés, Eva Martínez-Salinas, Jorge Matute-Vallejo

Research output: Book chapter › Chapter › peer-review

Abstract

Empirical research about the competitive consequences of environmental marketing is still scarce and inconclusive. The aim of this study is double. First, it analyses whether implementing proactive environmental marketing influences different dimensions of organizational performance. Second, it studies if companies with a stronger environmental orientation may achieve better results by developing these practices than the less oriented firms. Findings suggest that environmental marketing drives companies to optimize its operational and commercial results and such improvement is a source of higher economic results. And, the intensity of this influence varies depending on the company’s environmental orientation, what determines the success of environmental marketing.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	258-262
Number of pages	5
DOIs	https://doi.org/10.1007/978-3-319-18687-0_99
Publication status	Published - 2015
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Keywords

Complementary Asset
Environmental Preservation
Organizational Performance
Proactive Environmental Strategy
Proactive Strategy

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10.1007/978-3-319-18687-0_99

Cite this

Fraj-Andrés, E., Martínez-Salinas, E., & Matute-Vallejo, J. (2015). Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 258-262). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-18687-0_99

Fraj-Andrés, Elena ; Martínez-Salinas, Eva ; Matute-Vallejo, Jorge. / Environmental Marketing and Competitiveness : The Moderating Role of Environmental Orientation. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. pp. 258-262 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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abstract = "Empirical research about the competitive consequences of environmental marketing is still scarce and inconclusive. The aim of this study is double. First, it analyses whether implementing proactive environmental marketing influences different dimensions of organizational performance. Second, it studies if companies with a stronger environmental orientation may achieve better results by developing these practices than the less oriented firms. Findings suggest that environmental marketing drives companies to optimize its operational and commercial results and such improvement is a source of higher economic results. And, the intensity of this influence varies depending on the company{\textquoteright}s environmental orientation, what determines the success of environmental marketing.",

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Fraj-Andrés, E, Martínez-Salinas, E & Matute-Vallejo, J 2015, Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 258-262. https://doi.org/10.1007/978-3-319-18687-0_99

Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. / Fraj-Andrés, Elena; Martínez-Salinas, Eva; Matute-Vallejo, Jorge.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 258-262 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Book chapter › Chapter › peer-review

TY - CHAP

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T2 - The Moderating Role of Environmental Orientation

AU - Fraj-Andrés, Elena

AU - Martínez-Salinas, Eva

AU - Matute-Vallejo, Jorge

PY - 2015

Y1 - 2015

N2 - Empirical research about the competitive consequences of environmental marketing is still scarce and inconclusive. The aim of this study is double. First, it analyses whether implementing proactive environmental marketing influences different dimensions of organizational performance. Second, it studies if companies with a stronger environmental orientation may achieve better results by developing these practices than the less oriented firms. Findings suggest that environmental marketing drives companies to optimize its operational and commercial results and such improvement is a source of higher economic results. And, the intensity of this influence varies depending on the company’s environmental orientation, what determines the success of environmental marketing.

AB - Empirical research about the competitive consequences of environmental marketing is still scarce and inconclusive. The aim of this study is double. First, it analyses whether implementing proactive environmental marketing influences different dimensions of organizational performance. Second, it studies if companies with a stronger environmental orientation may achieve better results by developing these practices than the less oriented firms. Findings suggest that environmental marketing drives companies to optimize its operational and commercial results and such improvement is a source of higher economic results. And, the intensity of this influence varies depending on the company’s environmental orientation, what determines the success of environmental marketing.

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KW - Environmental Preservation

KW - Organizational Performance

KW - Proactive Environmental Strategy

KW - Proactive Strategy

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DO - 10.1007/978-3-319-18687-0_99

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T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 258

EP - 262

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Fraj-Andrés E, Martínez-Salinas E, Matute-Vallejo J. Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2015. p. 258-262. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-18687-0_99

Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation

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