The interplay of strategic and internal green marketing orientation on competitive advantage

Karolos-Konstantinos Papadas*, George J. Avlonitis, Marylyn Carrigan, Lamprini Piha

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

170 Citations (Scopus)
1200 Downloads (Pure)


This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage.

Original languageEnglish
Pages (from-to)632-643
Number of pages12
JournalJournal of Business Research
Early online date19 Jul 2018
Publication statusPublished - Nov 2019


  • Competitive advantage
  • Environmental
  • Environmental culture
  • Green marketing
  • Interplay
  • Marketing strategy

ASJC Scopus subject areas

  • Marketing


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