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

Título traducido de la contribución: Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation

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

^*Autor/a de correspondencia de este trabajo

Producción científica: Capítulo del libro › Contribución a congreso/conferencia › revisión exhaustiva

Resumen

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.

Título traducido de la contribución	Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation
Idioma original	Inglés
Título de la publicación alojada	Marketing in Transition: Scarcity, Globalism, & Sustainability
Subtítulo de la publicación alojada	Proceedings of the 2009 World Marketing Congress
Editorial	Springer Nature
Páginas	258-262
Número de páginas	5
ISBN (versión digital)	978-3-319-18687-0
ISBN (versión impresa)	978-3-319-18686-3
DOI	https://doi.org/10.1007/978-3-319-18687-0_99
Estado	Publicada - 25 jun 2015
Publicado de forma externa	Sí
Evento	AMS World Marketing Conference - Oslo, Noruega Duración: 22 jul 2009 → 25 jul 2009 Número de conferencia: 14

Serie de la publicación

Nombre	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (versión impresa)	2363-6165
ISSN (versión digital)	2363-6173

Conferencia

Conferencia	AMS World Marketing Conference
País/Territorio	Noruega
Ciudad	Oslo
Período	22/07/09 → 25/07/09

Acceder al documento

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

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Enlace a la publicación en Scopus

Cómo citar

Fraj-Andrés, E., Martínez-Salinas, E., & Matute-Vallejo, J. (2015). Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. En 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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Fraj-Andrés, E, Martínez-Salinas, E & Matute-Vallejo, J 2015, Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. En 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, Noruega, 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).

Producción científica: Capítulo del libro › Contribución a congreso/conferencia › revisión exhaustiva

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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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Fraj-Andrés E, Martínez-Salinas E, Matute-Vallejo J. Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation. En 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

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