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The interplay of strategic and internal green marketing orientation on competitive advantage


This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm’s competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage.

Acceptance Date Jul 7, 2018
Publication Date Nov 1, 2019
Journal Journal of Business Research
Print ISSN 0148-2963
Publisher Elsevier
Pages 632-643
Keywords green marketing, environmental, competitive advantage, interplay, environmental culture, marketing strategy
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