Strategizing green marketing in times of uncertainty: does it pay off?

Purpose – This research investigates the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business performance. Design/methodology/approach – The study collected survey data from 245 Greek firms during the 2015 Eurozone crisis to investigate the impact of GMS and green marketing investments on firm resilience during crisis. Time-lagged, objective performance data for a subset of these firms helped examine the impact of GMS on post-crisis financial performance. Findings – Pursuing a GMS builds resilience, especially for companies that decided not to reduce resources allocated to green marketing activities during a recession. Beyond resilience, firms investing in GMS during the crisis experienced improved financial performance in the long run. Finally, this research proposes a typology of GMS responses during a crisis. Research limitations/implications – This study does not specify which types of green marketing activities lead to more investment or divestment during a crisis. Practical implications – The study offers insights for allocating resources to green marketing during recessions. Supporting GMSs during unpredictable times is important to successfully navigate performance both during and after a crisis. Six crisis response profiles are offered: (green- non-believers, dis-investors, reluctants and cautious-, opportunistic-, strategic- green investors). Social implications – The study proposes a balanced approach to environmental sustainability, marketing strategy, and firm performance during a crisis. Originality/value – The study argues that GMSs enables firms to survive a crisis and recover from financial shocks

Developing and utilizing coopetitive relationships : evidence from small and medium-sized enterprises in sub-Saharan Africa

The study proposes the notion of coopetition capability as an ability to cooperate and compete with rival firms simultaneously. We draw on the tenets of the resource-based and dynamic capability theories as well as insights from in-depth qualitative studies of small and medium-sized enterprises (SME) in two Sub-Saharan African markets – Kenya and Zambia – to explore the conceptual domain of the coopetitive capability phenomenon. We further examine how external and internal environmental forces trigger the development of coopetition capability, and how coopetitive capability contributes to firm success outcomes. Findings from the study indicate that coopetitive capability is manifested in SMEs’ ability to proactively develop, coordinate, and learn from portfolios of inter-firm relationships with competitors. The study further finds that interactivities between regulatory requirements, customer demands, and firm-specific learning processes are major triggers of SMEs’ propensities to develop and benefit from coopetition capability. The study extends the literature on inter-organizational relationships by highlighting the conceptual domain and drivers of coopetition capability.The Commonwealth Scholarship Commission, United Kingdom.https://www.elsevier.com/locate/jbusreshj2023Gordon Institute of Business Science (GIBS

Assessing the greenness of environmental advertising claims made by multinational industrial firms

Growing skepticism about green advertisements calls for a thorough investigation of the environmental claims made by firms. This is particularly important in the context of industrial and international markets, where research on the subject is virtually non-existent. By employing legitimacy theory, this article develops several research hypotheses linking various dimensions of environmental claims made in green advertisements (i.e., focal points, evaluation areas, leverage aspects, driving forces) with advertising greenness (i.e., shallow, moderate, deep). It then tests these hypotheses with data obtained from a content analysis of 383 green magazine advertisements by multinational firms producing industrial goods. In accord with legitimacy theory, the results indicate that, the stronger the greenness of an advertisement: (a) the greater the use of focal points relating to a product, processes, image, and facts; (b) the more specific, strong, substantive, and acceptable are the issues raised; (c) the higher the employment of rational, emotional, and moral points to leverage environmental matters; and (d) the sharper the driving forces relating to the planet and its flora, fauna, and human entities. Several important conclusions, managerial implications, and directions for future research are derived from these findings

Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour

With the intensification of problems relating to the environment, a growing number of consumers are becoming more ecologically conscious in their preferences and purchases of goods. This paper presents the results of a study conducted among 500 Cypriot consumers, focusing on the factors that shape consumer environmental attitudes and behaviour, as well as on the resulting outcomes. The findings confirmed that both the inward and outward environmental attitudes of a consumer are positively influenced by his/her degree of collectivism, long-term orientation, political involvement, deontology, and law obedience, but have no connection with liberalism. The adoption of an inward environmental attitude was also found to be conducive to green purchasing behaviour that ultimately leads to high product satisfaction. On the other hand, an outward environmental attitude facilitates the adoption of a general environmental behaviour, which is responsible for greater satisfaction with life. The findings of the study have important implications for shaping effective company offerings to consumers in target markets, as well as formulating appropriate policies at the governmental level to enhance environmental sensitivity among citizens

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Purpose - The article develops and tests a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behavior of firms. It specifically investigates: the role of cultural orientation in forming consumer ethical ideology; the link between the consumer’s ethical ideology and his/her perceptions regarding the unethical marketing behavior of firms; the effect of perceived unethical marketing behavior on trust in firms; and the moderating role of gender, age, and education of the consumer. Design/methodology/approach - The article is based on a quantitative survey conducted among 387 Cypriot consumers aged 18 and above, using stratified random sampling procedures. The items comprising the constructs used were derived from multiple literature sources and these were measured on a seven-point Likert scale. Data were gathered through personal, face-to-face interviews conducted at central locations in all major towns of Cyprus. To test the hypothesized relationships among the constructs of the model, structural equation modeling was employed. Findings - The study confirmed that both power distance and uncertainty avoidance are important in forming idealistic attitudes, while both individualism and masculinity lead to an egoistic attitude. Idealism was observed to have a positive association with perceived marketing unethicality, while egoism was found to negatively affect consumer perceptions of unethical marketing behavior by firms. It was also revealed that perceived unethical marketing behavior decreases consumer trust. The study also revealed that the link between idealism and perceived marketing unethicality is stronger among male and older individuals, while consumer’s level of education had no moderating impact on this link. Finally, none of the consumer demographics examined (i.e., gender, age, and education) moderated the association between egoism and perceived unethical marketing behavior. Research limitations/implications - The findings of the study offer useful implications for business managers (e.g., adopting an ethical marketing spirit), public policymakers (e.g., establishing a broader set of ethical guidelines for marketers), and consumer pressure groups (e.g., making consumers act as ‘watchdogs’ of potential unethical marketing practices). The findings of the study should be seen within the context of limitations pertaining mainly to the fieldwork country, the cross-sectional design, and the sampling unit used. Originality/value - The originality of the study lies in the fact that: it puts together in a single model both antecedents and outcomes of the marketing unethicality of firms, as this is perceived by the individual consumer; concurrently examines the role of cultural orientation and ethical ideology of the consumer in forming ethical attitudes and responses; focuses on the instrumental role of cultural characteristics on consumer ethical perceptions from the perspective of the individual, rather than the society as a whole; places emphasis on unethical issues taking place across all elements of the marketing mix; and provides useful examination of the effects of unethical marketing practices on consumer trust

Nonparametric analysis of software reliability: Revealing the nature of software failure dataseries

Proceedings of the 7th International Conference on Enterprise Information Systems 2005, Pages 138-145Software reliability is directly related to the number and time of occurrence of software failures. Thus, if we were able to reveal and characterize the behavior of the evolution of actual software failures over time then we could possibly build more accurate models for estimating and predicting software reliability. This paper focuses on the study of the nature of empirical software failure data via a nonparametric statistical framework. Six different time-series data expressing times between successive software failures were investigated and a random behavior was detected with evidences favoring a pink noise explanation

Business Unethicality as an Impediment to Consumer Trust:The Moderating Role of Demographic and Cultural Characteristics

The article reports the findings of a study conducted among 387 consumers regarding their perceptions of the unethicality of business practices of firms and how these affect their response behavior, in terms of trust, satisfaction, and loyalty. The study confirmed that high levels of perceived corporate unethicality decrease consumer trust. This in turn reduces consumer satisfaction, which ultimately has negative effects on customer loyalty. It was also revealed that, although both consumer gender and urbanity have a moderating effect on the link between perceived unethicality and trust, the age group and level of education of the consumer did not exhibit such an effect. With regard to consumer cultural characteristics, both high uncertainty avoidance and low individualism were found to increase the negative impact of business unethicality on trust, as opposed to power distance and masculinity that did not have any moderating effect on this relationship. Implications for managers are extracted from the study findings, as well as directions for future research