International E-Journal of Advances in Social Sciences
Yazarlar: Azenath Alves DA SİLVA, Flávio De São Pe FİLHO, Maria José Aguilar MADEİRA, João Artur Avelino LEÃO, Tiyao SUİ-QUİ
Konular:-
DOI:10.18769/ijasos.336547
Anahtar Kelimeler:Management,GreMarketing,Social Responsibility,Sustainability
Özet: Management strategies have been guided by the organization of entities in response to environmental variables and share the same conditions as the business process in which they exist. Special attention should be given to green marketing as a strategic alternative in achieving organizational sustainability. This research was based on the Contingency Theory, and finds that organizational variables are interrelated in a complex way with external environmental conditions, maintain interchange with them. The research entailed meeting three specific objectives: (1) identifying the environmental variables that influence the decision in Green Marketing; (2) evaluating the perception by social actors of environmental variables; and (3) analyzing the trend in performance by means of the Green Marketing tool. The methodology used was to simulate a qualitative, descriptive and exploratory case study, applying several procedures, with the support of a focus group, so as to produce constructs that would support objective deductions. The variables, competitors, economic, legal and regulatory, socio-environmental and technological variables involved in the marketing mix were identified. The perception of the social actors about the variables was evaluated, reinforcing their importance in the strategic decision making process. Analyzing the applicability of green marketing is a management strategy that confers competitive advantage to achieve organizational sustainability. This study helps those interested in business strategy, since its elements make it possible to construct a tool that can be used by modern organizations with an environmental commitment. It is hoped that this will be a collaborative product to offer to managers concerned with organizational sustainability.