When sustainable marketing focus on just building the and maintaining long term customer relationships, sustainability. Request pdf sustainable export marketing strategy fit and performance despite the growing global importance of sustainability issues, scant research has. In other words, sales are begetting more sales through loyalty programs, upsell and crosssell migrations, customer referrals, and viral. Marketing strategy determinants of export performance.
Blockchain for sustainable development aligned with apis. For sustainability in export marketing strategies, its dimensions and types, we mainly concentrated on the recent articles in relation to the export environmental marketing strategies. Sustainable export marketing strategy fit and performance. Data for the theoretical part was gained from published. Article information, pdf download for sustainable export marketing strategy fit and. Leonidou athina zeriti is lecturer in marketing, durham university business school, durham university email. Antecedents and consequences of an ecofriendly export. Pdf export marketing strategy implementation, export. Today, mcdonalds has responded with a more sustainable strategy of diversifying into. Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Preparing an export marketing strategy for your firm. Creating a sustainable marketing strategy convertible solutions. The effects of sustainable marketing on brand equity and. In a marketing context, this is a business that maintains brand visibility and keeps sales humming using techniques that are selfperpetuating.
Sustainable export marketing strategy fit and performance journal. Robson and stavroula spyropoulou and constantinos n. Leonidou, journaljournal of international marketing, year2014, volume22, pages4466. Export marketing strategy implementation, export marketing. In the coming sections we will discuss each element in more detail highlighting some of the issues that need to be considered when preparing your strategy in respect of each. Sustainable marketing has a positive effect on branding by enhancing brand equity. Export marketing strategy implementation, export marketing capabilities, and export venture performance article pdf available in journal of the academy of marketing science 402. Feb 17, 2017 overview of the basics of sustainability marketing strategy and the paradox of the customer as king paradigm of modern marketing. Benefits of sustainable development strategies as mentioned earlier, the adoption of the new cloud computing services and technology will assist in the reduction of capital expenditure and carbon footprint grossman 2009, highlighting the importance of sustainable corporate responsibility, thus sustainable strategy. Blockchain for sustainable development aligned with apis ryotarosekine, associate partner, digital strategy consulting. Sustainable export marketing strategy fit and performance core. Sustainable export marketing strategy fit and performance athina.
Content marketing is rampantly used nowadays as a business development strategy. Journal of international marketing, issne 15477215, vol. Building on contingency theory and the concept of strategic fit, the authors. Sustainable marketing and sustainability marketing is divided by a thin line. The effect of marketing capabilities and export market. Specifically, we assess the relationship among three important elements of a firms product market strategy and the four cultural orientations that. Despite the growing global importance of sustainability issues, scant research has examined marketing strategy. We have mentioned marketing a few times already in the above introduction as. Degree programme international business supervisors karjalainen mari assigned by none abstract the research objectives were geared towards. The goal of economic sustainability is to keep the quality of life. Oct 09, 20 sustainability refers to business sustainability too. The role of sustainability environment in export marketing. The recommended five dimensions of marketing strategies are competitive marketing strategy, relationship marketing strategy, social marketing strategy, related diversification.
The marketing mix, also known as the four ps of marketing, is the combination of product a tangible good or intangible service that is marketed to a consumer. We must satisfy the custome slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Investigating how infrastructure, location, stringent research and development and horticultural clusters influence competitive advantage of cut flower companies. The export marketing strategy provides a fairly broad discussion of these four elements, with perhaps no more than a page or two being devoted to each of the four elements. Most of the studies dealing with marketing strategy determinants of export performance. Examining firm and environmental influences on export marketing mix strategy and export performance of australian exporters aron ocass university of newcastle craig c. After analyzing the data, the effects of sustainable marketing on brand equity and consumer behavior were concluded. Export marketing strategy implementation, export marketing capabilities, and export venture performance neil a. Sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers and the company. Building on contingency theory and the concept of strategic fit, the authors develop a model of drivers of sustainable export marketing strategy adaptation and. Strategy fit and performance consequences of international. In addition, the authors find that the strength of the link between eco. The problem may be in the strategy formulation or, more commonly, in the implementation phase. When sustainable marketing focus on just building the and maintaining long term customer relationships, sustainability marketing gives importance for improving it further too, again with economic, social and ecological issues as the foundation.
Print is quite small but material is very good with up to date examples. Only complaint is that the text while small is also less than jet black in colour and against the paper nice bright white, appears a little towards newspaper quality in the graphics in the books. In relation to the export performance, its dimensions and types, we focused on the articles associated with adopting sustainable strategies. The impact of product market strategyorganizational. Sustainable marketing includes a definition of the concept, as well as sustainable consumer behaviour, sustainable marketing strategy, sustainable marketing mix and benefits of sustainable marketing. Sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers. Sustainable export marketing strategy fit and performance article in journal of international marketing 224. The key question that will be analysed, how should environmental and social consideration to be integrated in the business and marketing strategy. In addition, the authors find that the strength of the link between ecofriendly export marketing strategy and export performance is positively moderated by foreign market environmental public concern and. However, lacking sufficient research on the association of antecedent factors with export marketing strategy, the scope of this study is confined to that part of the export performance model focusing on the relationship between marketing strategy variables i. On the critical question of performance consequences, the findings suggest that superior performance results from strategy standardization only to the extent that there is fit or coalignment between the mncs environmental context and its international marketing strategy choice.
Examining firm and environmental influences on export. The study set out to do an analysis of factors influencing sustainable competitive advantage among cut flower companies. The corporate world has the moral duty to use natural recourses and explore new resources with sustainable alternative. Data for the theoretical part was gained from published sources, such as books and. Youll still not get it, but you will learn about sustainable business. The marketing information obtained from your export research efforts will be used to draw up your export marketing strategy.
Sustainable export marketing strategy fit and performance athina zeriti, matthew j. Characteristics related to production processes, policies and practices of the producer, i. Attempts to investigate the influence of marketing strategy on export performance began in the early 1960s with the pioneering work of tookey 1964, who surveyed british. Although significant prior work has examined drivers and performance consequences of adaptationstandardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable. Sustainability marketing strategy 3 linkedin slideshare. For most, the concept remains abstract and theoretical. This report shows the 20112012 progress against the commitments made in the cbsas sustainable development strategy 201120. Thus, the adaption of a proper marketing strategy in order to achieve a sustainable competitive advantage in the market specially export markets has become an important principle in. A business development strategy plan mainly focuses on the identification of the business development strategy that the company can use. To achieve its vision of sustainable development, the cbsa promotes a performancebased approach that enhances transparency and accountability in sustainable development.
Increasing environmental issues, economic and cultural differences, the regulatory framework and the great attention to social responsibility, have forced companies to face the challenge of sustainability. Creating a sustainable marketing strategy convertible. Digital business strategy, blockchain strategy, aiiot strategy, new business development, organizational transformation, large scale it project management etc. Sustainability marketing strategy 1 linkedin slideshare. Leonidou athina zeriti is lecturer in marketing, durham university. Also, greater attention was given to investigating the. If an appropriate and effective business development strategy will be associated with the action plans of the business, there will be higher chances of corporate growth, sales improvement, operational. Furthermore, a good brand image and a higher level of brand awareness, which are. Feb 17, 2017 sustainability marketing strategy 3 1. The results indicate that sustainable export marketing strategy adaptation is the. The role of sustainability environment in export marketing strategy. On the critical question of performance consequences, the findings suggest that superior performance results from strategy standardization only to the extent that there is fit or coalignment between the. Keywords sustainability 4 marketing strategy 4 strategy fit 4 export performance.
The achievement of such a goal asks for a drastic change. Export marketing strategies for high exporting performance 5 the losers are the firms whose advantages are nonexistent or not well exploited. Sustainable business strategies and pestel framework. The authors found that people who fit this description demonstrated 16% better overall performance, 125% less burnout, 32% more commitment to the. The impact of product market strategyorganizational culture.