Strategic green marketing: a comparative study of how green
marketing affects corporate strategy within business to
business
Abstract: The purpose of this study is to examine how strategic green marketing can
be developed and what incentives there are for companies to do so. To
fulfil the objectives of this thesis, four research questions were formed
and a qualitative case study was conducted of three business to business
companies from different industries. Interviews allowed the authors to gain
insight as to how companies develop their green marketing strategies and
for what reasons. The results indicate that most companies are not
segmenting their target markets based on the consumers’ environmental
attitude. Findings also indicate that green market strategies differ for
each company and must be derived from a company’s individual circumstances
including its objectives, resources and competitive advantages.
Furthermore, the findings show that most companies can implement green
changes in their marketing mix but that these should only be actively
promoted when a product’s green attributes constitutes a key selling point.
Finally, the findings indicate that financial benefits, and the possibility
of gaining a competitive advantage, are the foremost incentives for
implementing green measures.
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