Eco-Friendly Marketing Strategy with the Role of Porter's Competitive Advantage

Document Type : operational

Authors

Abstract

through enhancing awareness and individual's knowledge about the importance of social welfare, the environment has become a serious concern for people. The importance of environmental issues, increasing public regulation, the widespread competition of organizations and the public opinion pressure has led organizations to pay attention to the environment in addition to profitability and more sales. Due to the importance of this concept, this study  examines an eco-friendly export marketing strategy with the mediator role of Porter's competitive advantage. In this regard186 questionnaires were distributed among exporters and the data are using the Lisrel software analyzed . The results indicate that all of the hypotheses are approved except for the direct impact of the environmentally sustainable strategy on export performance.

Keywords


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