B2B green marketing and innovation theory for competitive advantage

Purpose In these economically and ecologically challenging times, the purpose of this paper is to investigate how innovation theory can be used to design more effective, proactive B2B green marketing strategies in order to meet the triple bottom line of economic, social, and ecological sustainability. Design-methodology-approach This conceptual paper provides a literature review of green marketing strategies and competitive advantage, and relates it to diffusion of innovation theory in a new way. First, a brief overview is described of corporate social responsibility (CSR) theories related to green marketing, with this paper providing value by adding innovation theory to address the gap in the literature. Next, a discussion is provided on reactive and proactive B2B green marketing strategies, degrees of innovation, and diffusion theory research, and propositions are developed. Then, a new model is presented on B2B green marketing innovation strategies and competitive advantage. Next, a conceptual analysis is presented using a diffusion of innovation characteristics framework to show relationships of the innovation characteristics with proactive B2B green marketing strategies and competitive advantage. Findings Five propositions are developed to reflect the relationship of B2B green marketing strategies with types of innovations and competitive advantage. In addition, a conceptual analysis found seven areas of B2B proactive green marketing strategies related to the diffusion of innovation characteristics. Findings also showed diffusion characteristics are associated with 11 key benefits of sustainable B2B green marketing competitive advantage. Research limitations-implications Limitations and managerial implications are discussed. Also, this paper suggests recommendations related to diffusion of innovation characteristics in future research. Practical implications This paper provides a diffusion of innovation characteristics framework to test the effectiveness of B2B green marketing strategies and to help generate competitive advantages in an ecologically-sustainable way. Managerial implications are discussed on how organisations can achieve successful competitive advantage while contributing to environmental sustainability for the common good of society. Originality-value This study addresses a gap in the literature on environmental-green marketing by being the first study to expand the CSR category of instrumental theories to include diffusion of innovation theory. Diffusion of innovation theory is applicable to green marketing because it includes new innovations (products, services, processes, etc.). An application of diffusion of innovation characteristics and their relationship to proactive B2B green marketing strategies can help shed light on how to increase the rate of adoption for green products, services, and processes to create a competitive advantage, and at the same time, help move the world toward greater ecological sustainability. © 2009, Emerald Group Publishing Limite

The influence of global consumer values and perceived risk factors on green vehicle adoption

Marketers of green products face a serious challenge. Surveys show that although consumers around the world care about the environment, often a large gap exists between attitudes and actual sustainable consumption behavior. To address this issue, our study investigates the influence of global consumer values and perceived risk factors on the purchase of green (e.g. hybrid and electric) and non-green vehicles. Automobiles are a vital product category to consumers and countries’ economies, with important implications for business strategy, public policy, and the global economic and ecological environment. This paper begins with a literature review of consumer values and perceived risk factors related to product adoption. Next, we present an exploratory qualitative netnographic analysis of the influence of 5 global consumer values and 6 perceived risk factors on U.S. consumers’ purchase of green and non-green vehicles. Results show that ‘environmental concern’ was not the main motivation for green vehicle purchase; consumers were more influenced by other factors. The findings also revealed similar consumer reasons for the purchase of both environmentally-friendly and non-green vehicles. The study provides worthwhile new insights for the marketing of environmentally-friendly products to help reduce the gap between consumer attitudes and actual green purchase behavior for a more sustainable future

THE INFLUENCE OF GLOBAL CONSUMER VALUES AND PERCEIVED RISK FACTORS ON GREEN VEHICLE ADOPTION

Marketers of green products face a serious challenge. Surveys show that although consumers around the world care about the environment, often a large gap exists between attitudes and actual sustainable consumption behavior. To address this issue, our study investigates the influence of global consumer values and perceived risk factors on the purchase of green (e.g. hybrid and electric) and non-green vehicles. Automobiles are a vital product category to consumers and countries’ economies, with important implications for business strategy, public policy, and the global economic and ecological environment. This paper begins with a literature review of consumer values and perceived risk factors related to product adoption. Next, we present an exploratory qualitative netnographic analysis of the influence of 5 global consumer values and 6 perceived risk factors on U.S. consumers’ purchase of green and non-green vehicles. Results show that ‘environmental concern’ was not the main motivation for green vehicle purchase; consumers were more influenced by other factors. The findings also revealed similar consumer reasons for the purchase of both environmentally-friendly and non-green vehicles. The study provides worthwhile new insights for the marketing of environmentally-friendly products to help reduce the gap between consumer attitudes and actual green purchase behavior for a more sustainable future

Multichannel retailing and the internet: prospects, problems and strategic options

While the internet holds several benefits for current catalogue and store retailers to pursue multichannel strategies, many firms have not achieved high levels of success in the integration of the internet channel in multichannel retailing. We take stock of the benefits of the internet in multichannel retailing, identify some problems and strategic options that affect the success of multichannel retail strategies using the internet, and offer a decision making framework that identifies critical issues in pursuing a multichannel retail strategy. © 2005 Inderscience Enterprises Ltd

A study of neutralisation theory\u27s application to global consumer ethics: P2P file-trading of musical intellectual property on the internet

This study applied neutralisation techniques from neutralisation theory (Sykes and Matza, 1957) to consumer perceptions to justify unethical distribution and acquisition of unauthorised free digital music on the internet. A two-stage multimethod and qualitative study was performed. One qualitative data set was developed with written protocols in 2000 at the start of the Napster phenomenon with a sample of consumers from nine nations. The second research phase was done in 2004 with a netnographic approach to studying weblogs. Results supported the Marks and Mayo (1991) extension of Hunt and Vitell\u27s (1986) General Theory of Marketing Ethics model and Fukukawa\u27s (2002) Framework for Ethically Questionable Behaviour in Consumption. The first stage of cross-cultural analysis revealed nations\u27 differences in neutralisation techniques used by subjects to justify unethical file-trading behaviour. Results from both research phases indicated global similarities among consumer values. Copyright © 2006 Inderscience Enterprises Ltd

The major genetic determinants of HIV-1 control affect HLA class I peptide presentation.

Infectious and inflammatory diseases have repeatedly shown strong genetic associations within the major histocompatibility complex (MHC); however, the basis for these associations remains elusive. To define host genetic effects on the outcome of a chronic viral infection, we performed genome-wide association analysis in a multiethnic cohort of HIV-1 controllers and progressors, and we analyzed the effects of individual amino acids within the classical human leukocyte antigen (HLA) proteins. We identified >300 genome-wide significant single-nucleotide polymorphisms (SNPs) within the MHC and none elsewhere. Specific amino acids in the HLA-B peptide binding groove, as well as an independent HLA-C effect, explain the SNP associations and reconcile both protective and risk HLA alleles. These results implicate the nature of the HLA-viral peptide interaction as the major factor modulating durable control of HIV infection