Journal of the Academy of Marketing Science

, Volume 39, Issue 1, pp 158–174 | Cite as

Green marketing strategies: an examination of stakeholders and the opportunities they present

  • J. Joseph CroninJr
  • Jeffery S. Smith
  • Mark R. Gleim
  • Edward Ramirez
  • Jennifer Dawn Martinez


As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.


Green marketing strategy Environmental strategy Stakeholder analysis 


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Copyright information

© Academy of Marketing Science 2010

Authors and Affiliations

  • J. Joseph CroninJr
    • 1
  • Jeffery S. Smith
    • 1
  • Mark R. Gleim
    • 1
  • Edward Ramirez
    • 2
  • Jennifer Dawn Martinez
    • 3
  1. 1.The College of Business, Department of MarketingThe Florida State UniversityTallahasseeUSA
  2. 2.College of Business Administration, Department of Marketing and ManagementThe University of Texas at El PasoEl PasoUSA
  3. 3.Fogelman College of Business & Economics, Department of Marketing & Supply Chain ManagementThe University of MemphisMemphisUSA

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