Competencies for Green Marketing Success in Emerging Markets

2021 ◽  
pp. 115-129
Author(s):  
Mary Wanjiru Kinoti ◽  
Abel Kinoti Meru
Keyword(s):  
Emerging Markets ◽  
Green Marketing

scholarly journals Green Marketing Trek: Drivers, Challenges and Future Directions in Emerging Markets- A Systematic Literature Review

2018 ◽  
Vol 10 (1(J)) ◽  
pp. 112-124
Author(s):  
A. Muposhi
Keyword(s):  
Literature Review ◽  
Emerging Markets ◽  
Competitive Advantage ◽  
Systematic Literature Review ◽  
Green Marketing ◽  
Successful Implementation ◽  
Sustainable Competitive Advantage ◽  
Future Directions ◽  
Market Opportunities ◽  
Marketing Implementation

Green marketing is growing in importance as it is tied to the universal goal of sustainable development. Although green marketing is gaining in prominence as a strategic imperative, mixed accounts a bound on its ability to create sustainable competitive advantage. Against this backdrop, this conceptual paper discusses the concept of green marketing, its drivers, challenges and future directions in the context of emerging markets. With the aid of a systematic literature review, this paper discusses market opportunities and challenges, implementation gaps, future directions and misconceptions associated with the adoption and implementation of green marketing. Results of literature review showed that the adoption of green marketing is driven principally by market opportunities, environmental legislation, operating efficiencies and improved profitability. Literature reviewed also notes challenges associated with green marketing implementation such as consumer cynicism, variability in demand of green products and exorbitant investment costs related to green technologies. This paper concludes that successful implementation of green marketing depends on a green vision that meticulously counterbalances the vested interests of key stakeholders in the value chain such as suppliers and customers. Effective green marketing implementation is also contingent on the ability of top management to integrate, coordinate and re-configure corporate competences to achieve green marketing goals. This paper recommends that marketers should resist the green marketing bandwagon but rather focus on understanding implementation imperatives that are preconditions for creation of sustainable competitive advantage. Marketers should also note that green marketing is not a panacea to all marketing challenges as it needs to be supported by sound marketing acumen

Driving Green Marketing in Emerging Markets Through Green Leadership

2021 ◽  
pp. 59-72
Author(s):  
Godbless Akaighe ◽  
Samuel Okon
Keyword(s):  
Emerging Markets ◽  
Green Marketing

Introduction: Green Marketing and Management in Emerging Markets—Achieving Success Through People

2021 ◽  
pp. 3-11
Author(s):  
Robert E. Hinson ◽  
Ogechi Adeola ◽  
Isaiah Adisa
Keyword(s):  
Emerging Markets ◽  
Green Marketing

scholarly journals Green Marketing Trek: Drivers, Challenges and Future Directions in Emerging Markets- A Systematic Literature Review

2018 ◽  
Vol 10 (1) ◽  
pp. 112 ◽  
Author(s):  
A. Muposhi
Keyword(s):  
Literature Review ◽  
Emerging Markets ◽  
Competitive Advantage ◽  
Systematic Literature Review ◽  
Green Marketing ◽  
Successful Implementation ◽  
Sustainable Competitive Advantage ◽  
Future Directions ◽  
Market Opportunities ◽  
Marketing Implementation

Green marketing is growing in importance as it is tied to the universal goal of sustainable development. Although green marketing is gaining in prominence as a strategic imperative, mixed accounts a bound on its ability to create sustainable competitive advantage. Against this backdrop, this conceptual paper discusses the concept of green marketing, its drivers, challenges and future directions in the context of emerging markets. With the aid of a systematic literature review, this paper discusses market opportunities and challenges, implementation gaps, future directions and misconceptions associated with the adoption and implementation of green marketing. Results of literature review showed that the adoption of green marketing is driven principally by market opportunities, environmental legislation, operating efficiencies and improved profitability. Literature reviewed also notes challenges associated with green marketing implementation such as consumer cynicism, variability in demand of green products and exorbitant investment costs related to green technologies. This paper concludes that successful implementation of green marketing depends on a green vision that meticulously counterbalances the vested interests of key stakeholders in the value chain such as suppliers and customers. Effective green marketing implementation is also contingent on the ability of top management to integrate, coordinate and re-configure corporate competences to achieve green marketing goals. This paper recommends that marketers should resist the green marketing bandwagon but rather focus on understanding implementation imperatives that are preconditions for creation of sustainable competitive advantage. Marketers should also note that green marketing is not a panacea to all marketing challenges as it needs to be supported by sound marketing acumen

Hedge Funds in Emerging Markets

2001 ◽  
Author(s):  
Gordon de Brouwer
Keyword(s):  
Emerging Markets ◽  
Hedge Funds
Sign in / Sign up

Export Citation Format

Share Document