Does an Environmental Marketing Strategy Influence Marketing and Financial Performance? A Study of Indonesian Exporting Firms

Abstract

Purpose -Broadly speaking, the implementation of green practice leads to higher performance in exporting fi rms. To test this concept empirically, this study proposes environmental marketing strategy as an antecedent of product diff erentiation and cost leadership as a means to promote marketing and fi nancial performance.Design/Methodology/Approach -This study was conducted on 388 respondents serving as operational, production, and marketing managers of Indonesian exporting fi rms and used structural equation modelling (SEM) with AMOS 18 as an analysis technique.Findings and implications -The fi ndings revealed that environmental marketing strategy signifi cantly infl uences product diff erentiation and cost leadership. More specifi cally, product diff erentiation simultaneously infl uences marketing and fi nancial performance. However, cost leadership infl uences fi nancial performance Sažetak Svrha -Općenito govoreći, provedba zelene prakse vodi većoj učinkovitosti poslovanja izvoznih poduzeća. Kako bi se empirijski testirao taj koncept, u istraživanju se predlaže marketinška strategija usmjerena okolišu kao prethodnica diferencijacije proizvoda i vodstva u troškovima te kao sredstvo za promicanje marketinškog i fi nancijskog poslovanja.Metodološki pristup -Istraživanje je provedeno na 388 ispitanika koji su operacijski, proizvodni i marketinški menadžeri indonezijskih izvoznih poduzeća pa je korišteno modeliranje strukturnih jednadžbi (SEM) sa softverom AMOS 18 za analizu podataka.Rezultati i implikacije -Rezultati otkrivaju da marketinška strategija usmjerena okolišu značajno utječe na diferencijaciju proizvoda i na vodstvo u troškovima. Konkretnije, diferencijacija proizvoda istovremeno utječe na marketinške i fi nancijske rezultate. Međutim, vodstvo u but not marketing performance. This study implies the importance of environmental orientation in setting a fi rm strategy and promoting the performance of international fi rms.Limitations -The measurement items proposed in this study were adopted from studies conducted in developed countries; they have not been proven appropriate for direct application in developing countries such as Indonesia.Originality -This study is original in that it explores the importance of environmental studies in setting a fi rm strategy and promoting the performance of international business.Keywords -green sensitivity, environmental culture, environmental marketing strategy, product diff erentiation, cost leadership, marketing and fi nancial performance troškovima utječe samo na fi nancijske rezultate, ali ne i na marketinške. Istraživanje upućuje na važnost orijentacije prema okolišu u postavljanju strategije poduzeća i promoviranju poslovanja međunarodnih poduzeća.Ograničenja -Mjerne čestice korištene u istraživanju preuzete su iz postojećih istraživanja provedenih u razvijenim zemljama, a nije dokazana njihova pogodnost za izravnu primjenu u zemljama u razvoju kao što je Indonezija.Doprinos -Doprinos rada jest u istraživanju važnosti studija o okolišu u postavljanju s...

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