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| Author: | Rivera-Camino, J. |
| Title: | Re-evaluating green marketing strategy: a stakeholder perspective |
| Journal: | European Journal of Marketing
2007 : VOL.41:11/12 p. 1328-1358 |
| Index terms: | environmental quality stakeholders Spain |
| Language: | eng |
| Abstract: | In this study the main focus is to examine the relationship between stakeholder management and green marketing strategy (GMS.) The study has several phases. It offers the following parts in the literature: the development of a typology of GMS, an analysis of how managers prioritize stakeholders, a study on the influence of the stakeholders on GMS, and an analysis of the influence organizational context on managers´ perception of the stakeholders. The findings offer the identification of the stakeholders related with GMS and their effect on the strategy adoption by the firms and how it is established and used in the organization. |
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