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- W2003455514 endingPage "110" @default.
- W2003455514 startingPage "94" @default.
- W2003455514 abstract "Building on the resource-based view, we develop a model of drivers and outcomes of environmentally friendly marketing strategies in the Greek hotel sector. Data collected from 152 hotels reveal that possessing sufficient physical and financial resources is instrumental in achieving effective green marketing strategies. In addition, shared vision and technology sensing/response capabilities help develop a sound environmentally friendly marketing strategy. In turn, the adoption of such a strategy is conducive to obtaining competitive advantage, which subsequently increases the potential to achieve superior market and financial performance. Furthermore, the study finds that the effect of environmental marketing strategy on competitive advantage is stronger in the case of intense competitive situations, while market dynamism has no moderating effect on this association. Several implications can be drawn from the study findings for both corporate and public policy makers and interesting directions for future research are provided." @default.
- W2003455514 created "2016-06-24" @default.
- W2003455514 creator A5048401366 @default.
- W2003455514 creator A5065271762 @default.
- W2003455514 creator A5070632489 @default.
- W2003455514 creator A5072528816 @default.
- W2003455514 date "2013-04-01" @default.
- W2003455514 modified "2023-10-01" @default.
- W2003455514 title "Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance" @default.
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