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

^*Corresponding author for this work

Research output: Book chapter › Conference contribution › 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.

Translated title of the contribution	Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation
Original language	English
Title of host publication	Marketing in Transition: Scarcity, Globalism, & Sustainability
Subtitle of host publication	Proceedings of the 2009 World Marketing Congress
Publisher	Springer Nature
Pages	258-262
Number of pages	5
ISBN (Electronic)	978-3-319-18687-0
ISBN (Print)	978-3-319-18686-3
DOIs	https://doi.org/10.1007/978-3-319-18687-0_99
Publication status	Published - 25 Jun 2015
Externally published	Yes
Event	AMS World Marketing Conference - Oslo, Norway Duration: 22 Jul 2009 → 25 Jul 2009 Conference number: 14

Publication series

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

Conference

Conference	AMS World Marketing Conference
Country/Territory	Norway
City	Oslo
Period	22/07/09 → 25/07/09

Keywords

Complementary Asset
Environmental Preservation
Organizational Performance
Proactive Environmental Strategy
Proactive Strategy

Access to Document

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 Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress (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. Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress. Springer Nature, 2015. pp. 258-262 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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title = "Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation",

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.",

keywords = "Complementary Asset, Environmental Preservation, Organizational Performance, Proactive Environmental Strategy, Proactive Strategy",

author = "Elena Fraj-Andr{\'e}s and Eva Mart{\'i}nez-Salinas and Jorge Matute-Vallejo",

note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.; AMS World Marketing Conference ; Conference date: 22-07-2009 Through 25-07-2009",

year = "2015",

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doi = "10.1007/978-3-319-18687-0\_99",

language = "English",

isbn = "978-3-319-18686-3",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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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 Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 258-262, AMS World Marketing Conference, Oslo, Norway, 22/07/09. 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.
Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress. Springer Nature, 2015. p. 258-262 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Book chapter › Conference contribution › peer-review

TY - GEN

T1 - Environmental Marketing and Competitiveness

T2 - AMS World Marketing Conference

AU - Fraj-Andrés, Elena

AU - Martínez-Salinas, Eva

AU - Matute-Vallejo, Jorge

N1 - Conference code: 14

PY - 2015/6/25

Y1 - 2015/6/25

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.

KW - Complementary Asset

KW - Environmental Preservation

KW - Organizational Performance

KW - Proactive Environmental Strategy

KW - Proactive Strategy

UR - https://www.scopus.com/pages/publications/85125278322

U2 - 10.1007/978-3-319-18687-0_99

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

M3 - Conference contribution

AN - SCOPUS:85125278322

SN - 978-3-319-18686-3

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

SP - 258

EP - 262

BT - Marketing in Transition: Scarcity, Globalism, & Sustainability

PB - Springer Nature

Y2 - 22 July 2009 through 25 July 2009

ER -

Fraj-Andrés E, Martínez-Salinas E, Matute-Vallejo J. Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. In Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress. 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

Abstract

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Keywords

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