Competitive Positioning Subject to Green Marketing Strategies

George Tesar, Hamid Moini and Olav Jull Sørensen

Chapter 6 in Mapping Managerial Implications of Green Strategy:A Framework for Sustainable Innovation, 2018, pp 111-127 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Smaller manufacturing enterprises, to a large extent, base their competitive positioning on financial and marketing strategies. The financial strategy is the strength of financial resources and the extent to which the enterprise can fulfill its commitment to green initiatives. The marketing strategy is the process the enterprise uses to implement its commitment to green initiatives by marketing green products and services to green consumers. The financial and marketing strategies are managerial tools designed by the enterprise to compete so it realizes its mission and utilizes its resources effectively and efficiently…

Keywords: SMEs; Green Issues; Marketing Strategies; Carbon Footprint; Management Strategies (search for similar items in EconPapers)
JEL-codes: D23 (search for similar items in EconPapers)
Date: 2018
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