A specific form of competition that is focused on the ecological side of the companies’ strategies and that refers to a green promotion strategy of the companies’ goods and services, which is focused on achieving precise entrepreneurial objectives, based on the organizations’ promotional mix.
Published in Chapter:
Approaches to Sustainable and Responsible Entrepreneurship: Creativity, Innovation, and Intellectual Capital as Drivers for Organization Performance
Cristina Raluca Gh. Popescu (University of Craiova, Romania & University of Bucharest, Romania & The Bucharest University of Economic Studies, Romania & Natioanl Institute of Research and Development for Environmental Protection (INCDPM), Romania)
Copyright: © 2020
|Pages: 21
DOI: 10.4018/978-1-7998-2704-7.ch004
Abstract
Nowadays, sustainable and responsible entrepreneurship seem to represent the most important goals targeted by the economic business environment at a worldwide scale. In addition, creativity, innovation, and intellectual capital are seen as drivers for organizational performance, particularly in the context of ensuring the right balance in terms of market competition, in the quest for retaining different forms of competitive advantages. Nonetheless, although the general vision of maximizing profit, in the case of producers, and of enhancing satisfaction, in the case of consumers, still governs the economic rules specific to any marketplace, there is a general concern for the future generations, as well as ecology and environmental wellbeing. Under these circumstances, at least for now, all the answers seem to lie in the entrepreneurs' ability to act much more mature, liable, competent, proficient, and efficient, while managing at a higher and improved level of performance their business operations.