Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy.

Ajay Menon, Anil Menon
Journal of Marketing
Current average rating    
Key Takeaways
Environmental concerns have begun to reshape the landscape in which global organizations compete. The demands and influences of the environmental movement are evident in the dollar value size of the environmentally conscious marketplace. In addition, the growing regulatory concerns over the environmental impact of corporate practices have begun to influence corporate strategies. The authors discuss the concept of an enviropreneurial marketing strategy, which reflects the confluence of social performance goals, corporate entrepreneurship orientations, and marketing strategy by integrating environmental concerns when developing marketing policies and practices. They provide a brief overview of the emergence of the enviropreneurial strategy paradigm, identify three types of enviropreneurial marketing strategies, and develop a model of the antecedents and consequences of an enviropreneurial marketing strategy. Finally, they conclude with a brief discussion of future research needs.

Author Bio:

Ajay Menon, Anil Menon
Add A Comment :

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.