Konstantinos-Papadas, K, Avlonitis, G, Carrigan, M and Piha, L (2019) The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104. pp. 632-643. ISSN 0148-2963

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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.

Item Type: Article
Additional Information: This is the accepted author manuscript (AAM). The final published version (version of record) is available online via Elsevier at http://dx.doi.org/10.1016/j.jbusres.2018.07.009 - please refer to any applicable terms of use of the publisher.
Uncontrolled Keywords: green marketing, environmental, competitive advantage, interplay, environmental culture, marketing strategy
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions: Faculty of Humanities and Social Sciences > Keele Management School
Depositing User: Symplectic
Date Deposited: 10 Jul 2018 10:26
Last Modified: 19 Jan 2020 01:30
URI: https://eprints.keele.ac.uk/id/eprint/5114

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