… Marketing capabilities and innovation-based strategies for

… Marketing capabilities and innovation-based strategies for

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قیمت: 23000 تومان

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… Marketing capabilities andinnovation-based strategies for

دسته بندی: pdf

نوع فایل:  pdf ( آماده پرینت)

تعداد صفحه : 14 صفحه

توضیحات فایل :

Abstract:       While emerging literature onsustainability shows that environmentally responsible strategies can contributeto competitive advantage and enhanced financial performance little is knownabout specific marketing capabilities that lead to sustainable consumptionbehavior and whether implementing such strategies leads to firm competitiveadvantage. Using the case method approach this study exploresmarketing-related strategies and practices pertaining to sustainableconsumption as reported by leading sustainable firms in the B2B context. Weexamine case studies of forty seven B2B firms and identify key marketingcapabilities that tie to innovation-based sustainability strategiessustainable consumption behavior and firm performance. We use our findings todevelop a conceptual framework linking marketing capabilities to innovationstrategies for firm sustainability sustainable consumption behavior and firmcompetitive advantage and put forward propositions for future research.

Keywords:      Marketing capabilities InnovationSustainability 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

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