Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance

Leonidou, Leonidas C., Leonidou, Constantinos N., Fotiadis, Thomas A. and Zeriti, Athina (2013) Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. Tourism Management, 35. 94–110. ISSN 0261-5177

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Abstract

Building on the resource-based view, we develop a model of drivers and outcomes of environmentally friendly marketing strategies in the Greek hotel sector. Data collected from 152 hotels reveal that possessing sufficient physical and financial resources is instrumental in achieving effective green marketing strategies. In addition, shared vision and technology sensing/response capabilities help develop a sound environmentally friendly marketing strategy. In turn, the adoption of such a strategy is conducive to obtaining competitive advantage, which subsequently increases the potential to achieve superior market and financial performance. Furthermore, the study finds that the effect of environmental marketing strategy on competitive advantage is stronger in the case of intense competitive situations, while market dynamism has no moderating effect on this association. Several implications can be drawn from the study findings for both corporate and public policy makers and interesting directions for future research are provided.

Item Type: Article
Uncontrolled Keywords: environmental marketing,business performance,resource-based view,hotel industry,greece
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Related URLs:
Depositing User: Pure Connector
Date Deposited: 18 Oct 2016 14:00
Last Modified: 22 Apr 2020 01:50
URI: https://ueaeprints.uea.ac.uk/id/eprint/60950
DOI: 10.1016/j.tourman.2012.06.003

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