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dc.contributor.authorGenc, Ebru
dc.contributor.authorDi Benedetto, C. Anthony
dc.date.accessioned2021-04-20T11:22:57Z
dc.date.available2021-04-20T11:22:57Z
dc.date.issued01.09.2019en_US
dc.identifier.issn1740-8822
dc.identifier.issn1740-8830
dc.identifier.urihttps://hdl.handle.net/20.500.12573/663
dc.description.abstractCompanies are exposed to different kinds of pressures to respond to environmental sustainability issues. It is critical to understand how firms integrate environmental issues into their corporate agendas and how these integration strategies affect corporate performance. This paper investigates factors that motivate firms to adopt environmental marketing strategies and their relative impact on green product innovation performance. A comprehensive conceptual framework is developed and tested that portrays the antecedents and consequences of environmental marketing strategy (EMS). The results show that developing environmental strategies that exceed regulations (proactive strategies) leads to better new product performance than those that only adhere to regulations (reactive strategies). In addition, we find that commitment from top management becomes critical only for proactive strategies, not for reactive strategies. Finally, with regard to the consequences, we show that environmental marketing strategies lead to new product advantage and, ultimately, improved sustainable new product performance.en_US
dc.language.isoengen_US
dc.publisherINDERSCIENCE ENTERPRISES LTD, WORLD TRADE CENTER BLDG, 29 ROUTE DE PRE-BOIS, CASE POSTALE 856, CH-1215 GENEVA, SWITZERLANDen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectnew product developmenten_US
dc.subjectNPDen_US
dc.subjectproactive and reactive environmental strategyen_US
dc.subjectinnovationen_US
dc.subjectsustainabilityen_US
dc.titleA comparison of proactive and reactive environmental strategies in green product innovationen_US
dc.typearticleen_US
dc.contributor.departmentAGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümüen_US
dc.identifier.volumeVolume: 13 Issue: 3-4 Special Issue: SIen_US
dc.identifier.startpage431en_US
dc.identifier.endpage451en_US
dc.relation.journalINTERNATIONAL JOURNAL OF INNOVATION AND SUSTAINABLE DEVELOPMENTen_US
dc.relation.publicationcategoryMakale - Uluslararası - Editör Denetimli Dergien_US


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