Abstract:
While emerging
literature on sustainability shows that environmentally responsible strategies
can contribute to competitive advantage and enhanced financial performance,
little is known about specific marketing capabilities that lead to sustainable
consumption behavior, and whether implementing such strategies leads to firm
competitive advantage. Using the case method approach, this study explores
marketing-related strategies and practices pertaining to sustainable consumption
as reported by leading sustainable firms in the B2B context. We examine case
studies of forty seven B2B firms and identify key marketing capabilities that tie
to innovation-based sustainability strategies, sustainable consumption behavior
and firm performance.
We use our findings
to develop a conceptual framework linking marketing capabilities to innovation
strategies for firm sustainability, sustainable consumption behavior and firm
competitive advantage, and put forward propositions for future research.
Keywords: Marketing
capabilities, Innovation Sustainability, B2B firms
Author(s): Babu John Mariadoss, Patriya Silpakit Tansuhaj, Nacef Mouri
Source: Industrial Marketing Management 40 (2011) 1305–1318
Subject: مدیریت بازاریابی
Category: مقاله
مجله
Release Date: 2011
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