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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


عنوان محصول دانلودی:… Marketing capabilities and innovation-based strategies for
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