Corporate environmentalism and the greening of strategic marketing : implications for marketing theory and practice

Subhabrata Bobby Banerjee

Research output: Chapter in Book / Conference PaperChapter

39 Citations (SciVal)

Abstract

This chapter discusses the phenomenon of corporate environmentalism, the process by which business firms integrate environmental concerns into their decision-making process. Conventional approaches to environmentalism have focused on 'green marketing', the implementation of marketing programmes directed at the environmentally conscious market segment. Marketing theory has largely ignored the influence of the biophysical environment in the formulation of strategy. The chapter examines the ways in which environmental concerns can be integrated into the strategic marketing decision process. One of the problems associated with examining the relationship between a business firm and the biophysical environment is the complexity of issues that arise. In an overview of the strategic management process, D. E. Schendel and C. W. Hofer propose four hierarchical levels of strategy. They are enterprise strategy; corporate strategy; business strategy; and functional strategy. The chapter also discusses possible consequences of an environmental strategy and concludes by discussing implications for marketing.
Original languageEnglish
Title of host publicationGreener Marketing: A Global Perspective on Greening Marketing Practice
EditorsMartin Charter, Michael Jay Polonsky
Place of PublicationU.K.
PublisherRoutledge
Pages16-40
Number of pages25
ISBN (Electronic)9781351283076
ISBN (Print)9781874719144
DOIs
Publication statusPublished - 2017

Fingerprint

Dive into the research topics of 'Corporate environmentalism and the greening of strategic marketing : implications for marketing theory and practice'. Together they form a unique fingerprint.

Cite this