MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL

Azenath Alves DA SİLVA; Flávio De São Pedro FİLHO; Maria José Aguilar MADEİRA; João Artur Avelino LEÃO; Tiyao SUİ-QUİ

doi:https://doi.org/10.18769/ijasos.336547

Makale detayları

MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL

Yazarlar:

Azenath Alves DA SİLVA | Flávio De São Pedro FİLHO | Maria José Aguilar MADEİRA | João Artur Avelino LEÃO | Tiyao SUİ-QUİ

Dergi:

IJASOS- International E-journal of Advances in Social Sciences 2017 Vol.3 Issue 8, pp.358-365

Belge Tipi:

Makale

Yayın Tarihi:

8/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000717173

DOI:

https://doi.org/10.18769/ijasos.336547

Özet:

 


Management strategies have been guided by the organization of
entities in response to environmental variables and share the same conditions
as the business process in which they exist. Special attention should be given
to green marketing as a strategic alternative in achieving organizational
sustainability. This research was based on the Contingency Theory, and finds
that organizational variables are interrelated in a complex way with external
environmental conditions, maintain interchange with them. The research entailed
meeting three specific objectives: (1) identifying the environmental variables
that influence the decision in Green Marketing; (2) evaluating the perception
by social actors of environmental variables; and (3) analyzing the trend in
performance by means of the Green Marketing tool. The methodology used was to
simulate a qualitative, descriptive and exploratory case study, applying
several procedures, with the support of a focus group, so as to produce
constructs that would support objective deductions. The variables, competitors,
economic, legal and regulatory, socio-environmental and technological variables
involved in the marketing mix were identified. The perception of the social
actors about the variables was evaluated, reinforcing their importance in the
strategic decision making process. Analyzing the applicability of green
marketing is a management strategy that confers competitive advantage to
achieve organizational sustainability. This study helps those interested in
business strategy, since its elements make it possible to construct a tool that
can be used by modern organizations with an environmental commitment. It is hoped
that this will be a collaborative product to offer to managers concerned with
organizational sustainability.

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Makale detayları

MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL

Yazarlar: Azenath Alves DA SİLVA | Flávio De São Pedro FİLHO | Maria José Aguilar MADEİRA | João Artur Avelino LEÃO | Tiyao SUİ-QUİ

Dergi: IJASOS- International E-journal of Advances in Social Sciences 2017 Vol.3 Issue 8, pp.358-365

Belge Tipi: Makale

Yayın Tarihi: 8/2017

Belge Dili: Türkçe

Document ID (Org No.): 2000717173

DOI: https://doi.org/10.18769/ijasos.336547

Sayı

Yazarlar:

Azenath Alves DA SİLVA | Flávio De São Pedro FİLHO | Maria José Aguilar MADEİRA | João Artur Avelino LEÃO | Tiyao SUİ-QUİ

Dergi:

IJASOS- International E-journal of Advances in Social Sciences 2017 Vol.3 Issue 8, pp.358-365

Belge Tipi:

Makale

Yayın Tarihi:

8/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000717173

DOI:

https://doi.org/10.18769/ijasos.336547