An examination of market orientation and environmental marketing strategy: the case of Chinese firms
Abstract
This study examines whether market orientation, as an organizational capability, plays an enabling role in environmental marketing strategy and then contributes to financial performance. Utilizing the natural resource-based view (NRBV) as the conceptual foundation and drawing on previous studies, this study proposes and tests a research model that investigates the relationship between market orientation, environmental corporate identity,...
Paper Details
Title
An examination of market orientation and environmental marketing strategy: the case of Chinese firms
Published Date
Dec 17, 2018
Journal
Volume
39
Issue
15-16
Pages
1046 - 1071
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