Abstract
This paper addresses the important question of how firms “do well” by “doing good”. We do this by replicating the Baker and Sinkula (2005) study on environmental marketing strategy and firm performance. Consistent with the original study, wefind that an Enviropreneurial Marketing (EM) strategy is intrinsic to a firm rather than being driven by external market forces and an EM strategy does not impact on business performance directly, but rather the influence on business performance is mediated by a firm’s innovation capabilities. Differing from the original 2005 study is the new finding of the inconsistent mediating effect of New Product Success which has academic and managerial implications which we discuss.
| Original language | English |
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| Title of host publication | ANZMAC 2011 |
| Subtitle of host publication | conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? |
| Place of Publication | Perth |
| Publisher | ANZMAC2011 Conference |
| Number of pages | 9 |
| ISBN (Print) | 9780646563305 |
| Publication status | Published - 2011 |
| Event | Australian and New Zealand Marketing Academy Conference (2011) - Perth Duration: 28 Nov 2011 → 30 Nov 2011 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2011) |
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| City | Perth |
| Period | 28/11/11 → 30/11/11 |