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

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Abstract

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.

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Notes

  1. For the remainder of the paper, we use the triple-bottom line and people/profit/planet (or 3P) concepts interchangeably.

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Authors and Affiliations

  1. The College of Business, Department of Marketing, The Florida State University, Rovetta Business Annex Room 307, P.O. Box 3061110, Tallahassee, FL, 32306-1110, USA

    J. Joseph Cronin Jr, Jeffery S. Smith & Mark R. Gleim

  2. College of Business Administration, Department of Marketing and Management, The University of Texas at El Paso, Business Room 230, El Paso, TX, 79968, USA

    Edward Ramirez

  3. Fogelman College of Business & Economics, Department of Marketing & Supply Chain Management, The University of Memphis, FAB 302, Memphis, TN, 38152, USA

    Jennifer Dawn Martinez

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  1. J. Joseph Cronin Jr
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Correspondence to J. Joseph Cronin Jr.

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This research was supported by the Institute for Energy Systems, Economics and Sustainability (IESES) at The Florida State University.

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Cronin, J.J., Smith, J.S., Gleim, M.R. et al. Green marketing strategies: an examination of stakeholders and the opportunities they present. J. of the Acad. Mark. Sci. 39, 158–174 (2011). https://doi.org/10.1007/s11747-010-0227-0

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