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| Author: | Menon, A. Menon, A. |
| Title: | Enviropreneurial marketing strategy. The emergence of corporate environmentalism as market strategy (Unternehmerische Sozialverantwortung) |
| Journal: | Journal of Marketing
1997 : JAN, VOL. 61:1, p. 51-67 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, BETRIEBLICHER UMWELTSCHUTZ, UMWELTSCHUTZ |
| Language: | eng |
| Abstract: | Environmental concerns are reshaping the landscape in which global organizations compete. The authors discuss the concept of an enviropreneurial marketing strategy, which reflects the confluence of social performance goals, corporate orientations, and marketing strategy by integrating environmental concerns when developing marketing policies and practices. They provide an overview of the enviropreneurial strategy paradigm, identify types of enviropreneurial marketing strategies, and develop a model of the consequences of an enviropreneurial marketing strategy. |
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