A three-fold study of multi-dimensional models of green marketing capabilities (GMC) for the enhancement of green competitive advantage and superior performance: The insights into strategic-behaviour and strategic-GMC-fit

Siepong, Angsaya (2016) A three-fold study of multi-dimensional models of green marketing capabilities (GMC) for the enhancement of green competitive advantage and superior performance: The insights into strategic-behaviour and strategic-GMC-fit. Doctoral thesis, University of East Anglia.

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Abstract

This doctoral thesis aims to contribute to a body of knowledge by offering some insightful
strategic implications and implementations of ‘Green Marketing Capabilities’ (GMC). In
particular, it suggests three distinctive GMC-strategic types and their strategic behaviours
as well as strategic-GMC fit models. Additionally, the impact of GMC-structures that lead
companies to obtaining green competitive advantage (GCA) and performance effectiveness
are evident. This study employs a quantitative approach with a postal-mail survey. The
sample frame is based upon a broad spectrum of business types across industries of
Thailand. The total numbers of 120 samples were analysed throughout the study. Meanwhile
the unit of analysis is concerned with companies’ managers from a wide-range positions
e.g. CEO, marketing manager, environmental manager and operational manager.
The entire research consists of three sub-studies which follows through several consecutive
steps and analytical frameworks. The first study postulates the concept of GMC and defines
the operationalization of GMC-structures based on an integrative analytical approach
concerning both theoretical literature and classification scheme, and then evaluates three
different GMC-strategic types based on an empirical classification/taxonomy. The second
study further explores GMC strategic-behaviour-fit model by utilising a configuration
approach. The third study adopts three analysis techniques i.e. a configuration, a mediating
effect and a causal influence. Given these integrated approaches, this study attempts to
demonstrate and validate the viability of GMC in terms of: strategic-GMC fit models, and
the salient role of GMC-structures that embodies companies’ operational marketing in
creating a green-based competitive advantage as well as strengthening performance
effectiveness.
Collectively, the whole study reveals substantial findings which can confer on the
implications of GMC by manifold empirical investigations. It also adds some significant
suggestions to both academic and managerial practices. Academically, it builds on the
insight into an integrative analytical approach for the development of multi-faceted GMC
model in order to explain the structures and the strategic types. Moreover, it offers up a best
practice framework or a guiding model for practitioners to better understand a meaningful
GMC strategic mind-map, in which could facilitate decision making process toward
selecting and implementing the right strategy in achieving a greater performance outcome
for companies.

Item Type: Thesis (Doctoral)
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Vailele Chittock
Date Deposited: 23 Aug 2016 11:45
Last Modified: 23 Aug 2016 11:45
URI: https://ueaeprints.uea.ac.uk/id/eprint/59674
DOI:

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