綠色營銷策略一個(gè)對(duì)利益相關(guān)者的考驗(yàn)和他們目前的機(jī)會(huì)-外文翻譯

1、0外文翻譯原文Greenmarketingstrategies:anexaminationofstakeholderstheopptunitiestheypresentAuth:J.JosephCroninJrKingLenox2002KlassenWhybark1999MajumdarMarcus2001).Asaresultganizationswldwidearerecognizingtheappealofenvironmenta

2、llyfriendlyproductsstrategies.ganizationsareincreasinglyfocusedondevelopinginternalexternalstrategiesthataregreen.Specificallyitissuggestedthatefftswillbemadeinternallytorecoverpollutioncausingoutputstodevelopsubstitutes

3、fnonrenewableinputstoredesignproductstoreducematerialcontentenergyconsumption.Similarlyexternalstrategieswilllikelyfocusondevelopingcecompetencesinproductsprocessesothersupplychainactivitiesthatemphasizelongtermsustainab

4、ilitythroughouttheentiresupplychain(Kleindferetal.2005).Giventheprominencethegreenmovementhasrisentoinrecentyearsitissurprisingthemarketingliteraturehaspaidrelativelyscantattentiontotheefficacyofgreenmarketingstrategies(

5、seeBakerSinkula2005deRuyteretal.2009Drumwright1994GrinsteinNisan2009MenonMenon1997fnotableexceptions).Definedas“doingbusinesswhileavoidingharmtopeoplethepla”(CenterfSustainableEnterprise2010)identifiedasanactionablerespo

6、nsetocallsfganizationstofocusontheir“triplebottomlineperfmance”(i.e.measuringperfmancebasedontheeffectsofstrategiesonpeopletheplaprofits)greenisclearlyanareaofincreasedconcernfganizationswldwide.Unftunatelymarketingresea

7、rchthatevaluatessuchstrategicinitiativesislackingincomparisontootherdisciplines.Theneedfadditionalgreenresearchisnotlimitedtopurelytheeticalconcernsastodaymethan75%ofconsumersroutinelyreptthattheyaregreenpreferenvironmen

8、tallyfriendlyproducts(Saad2006).Whilethevastmajityofconsumersclaimtobegreengreenproductsaccountflessthanfourpercentoftheglobalproductmarketshare(UNEP2005).Thisalonesuggeststheneedfmarketingresearchtoaddressthemassivedisc