Abstract
Increasingly, collaborative relationships, commonly called green alliances, are emerging between marketers and environmental groups to promote corporate environmentalism and create social good (Stafford and Hartman 1996). Green alliances allow marketers to obtain ecological expertise, credibility, and linkages to consumers and other relevant stakeholders to support green marketing initiatives (Stafford, Polonsky, and Hartman 2000). Environmental NGOs benefit as well, gaining the opportunity to leverage their efforts directly with business (Stafford and Hartman 2000).
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Keywords
- Environmental Group
- Corporate Citizenship
- Relationship Marketing
- Stakeholder Management
- Sustainable Consumption
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
References
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Stafford, E.R. and C.L. Hartman. 1996. “Green Alliances: Strategic Relations Between Businesses and Environmental Groups.” Business Horizons 39 (March–April): 50–59.
Stafford, E.R. and C.L. Hartman. 2000. “Environmental NGO-Marketer Cooperation: An Organizational and Relationship Credibility Framework with Implications for Marketing Communications.” In Advertising Research at the American Marketing Association. Ed. George M. Zinkhan. Chicago, IL: American Marketing Association, forthcoming.
Stafford, E.R., M.J. Polonsky, and C.L. Hartman. 2000. “Environmental NGO-Business Collaobration and Strategic Bridging: A Case Analysis of the Greenpeace-Foron Alliance.” Business Strategy and the Environment 9 (2): 122–135.
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Stafford, E.R., Hartman, C.L. (2015). The Paradoxes and Challenges of Creating Social Good Through Environmentalist-Marketer Collaboration. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_83
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DOI: https://doi.org/10.1007/978-3-319-11885-7_83
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