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What is Sustainable Organizational Performance

Chapter 8
Green Marketing as a Positive Driver Toward Business Sustainability
It represents a more integrated way into the consciousness of corporate organizational responsibility, learning and development of making profit and being efficient on the marketplace, which is designed to support long-term sustainable organizational goals and outcomes by balancing people, the state of wellbeing, prosperity, and the planet.
Published in Chapter:
Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor
Cristina Raluca G. Popescu (University of Craiova, Romania & University of Bucharest, Romania & The Bucharest University of Economic Studies, Romania & National Institute of Research and Development for Environmental Protection – Bucharest, Romania)
Copyright: © 2020 |Pages: 33
DOI: 10.4018/978-1-5225-9558-8.ch008
Abstract
Green marketing strategies have the immense power of motivating both consumers and producers to get involved in saving the planet and, at the same time, to benefit from the potential of eco-friendly products while satisfying their needs. On one hand, this chapter reviews the theory on green marketing strategies, and on the other hand, it focuses on the manner in which organizations can obtain financial and non-financial performance with the aid of green marketing strategies mix. This study reports that intellectual capital factor plays a key role in discovering the optimum green marketing strategies mix, also placing natural capital among the notable capital factors that empower organizations' activities and strengthen their visibility on the marketplace. The quantitative and qualitative indicators that have been analyzed highlight the main economic, social, and environmental effects of business practices in Romania. The findings provide some interesting clues regarding the impact of intellectual capital and green marketing strategies on organizational performance.
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