绿色营销作为B2B市场竞争优势的决定因素

Dragoljub Jovičić, D. Ilić, Saša Raletić-Jotanović
{"title":"绿色营销作为B2B市场竞争优势的决定因素","authors":"Dragoljub Jovičić, D. Ilić, Saša Raletić-Jotanović","doi":"10.5937/skolbiz2-41068","DOIUrl":null,"url":null,"abstract":"Given the fact that in the professional literature on marketing, and especially in the segment of green (environmental) marketing, much more research is done and written about B2C markets, this paper is an attempt to explore procurement motives and behaviour of business customers during the complex purchasing process, on the example of several important thermotechnical devices, on the B2B market in Vojvodina. The research aims to collect relevant data from business customers through direct interviews regarding the impact of environmental performance on the procurement of gas boilers, heat pumps and air conditioners in order to obtain quality and reliable information based on the process, that is, conducted the descriptive statistical analysis, which will enable a better understanding of this complex issue. To collect qualitative data, the method of the unstructured deep interview was used. The results confirmed the research hypotheses and indicated the necessity of green marketing in current business conditions. It is indisputable that soon only organisations focused on green marketing and green marketing channels, that is to say, those which are focused on creating their own optimal relationship between their production, distribution and/or sales process, and environmental protection, will be able to gain a competitive advantage in dynamic business markets and achieve maximum satisfaction of environmentally demanding customers, and thus, in fact, at the same time give their full contribution to the sustainable development of the entire community.","PeriodicalId":260330,"journal":{"name":"International Journal of Economic Practice and Policy","volume":"44 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Green marketing as a determinant of competitive advantages in B2B markets\",\"authors\":\"Dragoljub Jovičić, D. Ilić, Saša Raletić-Jotanović\",\"doi\":\"10.5937/skolbiz2-41068\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Given the fact that in the professional literature on marketing, and especially in the segment of green (environmental) marketing, much more research is done and written about B2C markets, this paper is an attempt to explore procurement motives and behaviour of business customers during the complex purchasing process, on the example of several important thermotechnical devices, on the B2B market in Vojvodina. The research aims to collect relevant data from business customers through direct interviews regarding the impact of environmental performance on the procurement of gas boilers, heat pumps and air conditioners in order to obtain quality and reliable information based on the process, that is, conducted the descriptive statistical analysis, which will enable a better understanding of this complex issue. To collect qualitative data, the method of the unstructured deep interview was used. The results confirmed the research hypotheses and indicated the necessity of green marketing in current business conditions. It is indisputable that soon only organisations focused on green marketing and green marketing channels, that is to say, those which are focused on creating their own optimal relationship between their production, distribution and/or sales process, and environmental protection, will be able to gain a competitive advantage in dynamic business markets and achieve maximum satisfaction of environmentally demanding customers, and thus, in fact, at the same time give their full contribution to the sustainable development of the entire community.\",\"PeriodicalId\":260330,\"journal\":{\"name\":\"International Journal of Economic Practice and Policy\",\"volume\":\"44 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"1900-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Economic Practice and Policy\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5937/skolbiz2-41068\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Economic Practice and Policy","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5937/skolbiz2-41068","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

鉴于在市场营销的专业文献中,特别是在绿色(环境)营销领域,对B2C市场进行了更多的研究和撰写,本文试图以伏伊伏丁那B2B市场的几个重要热技术设备为例,探索复杂采购过程中企业客户的采购动机和行为。本研究旨在通过对企业客户的直接访谈,收集有关环境绩效对燃气锅炉、热泵和空调采购的影响的相关数据,在此过程中获得质量可靠的信息,即进行描述性统计分析,从而更好地理解这个复杂的问题。采用非结构化深度访谈法收集定性数据。研究结果证实了研究假设,表明了绿色营销在当前商业环境下的必要性。无可争辩的是,很快,只有那些专注于绿色营销和绿色营销渠道的组织,也就是说,那些专注于在他们的生产、分销和/或销售过程与环境保护之间建立自己的最佳关系的组织,才能够在动态的商业市场中获得竞争优势,并最大限度地满足环保要求的客户,因此,事实上,同时为整个社会的可持续发展做出自己的贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Green marketing as a determinant of competitive advantages in B2B markets
Given the fact that in the professional literature on marketing, and especially in the segment of green (environmental) marketing, much more research is done and written about B2C markets, this paper is an attempt to explore procurement motives and behaviour of business customers during the complex purchasing process, on the example of several important thermotechnical devices, on the B2B market in Vojvodina. The research aims to collect relevant data from business customers through direct interviews regarding the impact of environmental performance on the procurement of gas boilers, heat pumps and air conditioners in order to obtain quality and reliable information based on the process, that is, conducted the descriptive statistical analysis, which will enable a better understanding of this complex issue. To collect qualitative data, the method of the unstructured deep interview was used. The results confirmed the research hypotheses and indicated the necessity of green marketing in current business conditions. It is indisputable that soon only organisations focused on green marketing and green marketing channels, that is to say, those which are focused on creating their own optimal relationship between their production, distribution and/or sales process, and environmental protection, will be able to gain a competitive advantage in dynamic business markets and achieve maximum satisfaction of environmentally demanding customers, and thus, in fact, at the same time give their full contribution to the sustainable development of the entire community.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
期刊最新文献
The impact of macroeconomic indicators on the business performance of financial institutions in the Republic of Serbia: Panel data analysis The concept of the intellectual capital: Theoretical contribution to the managerial theory of the firm Industry 4.0: Exploring the concept and implications for business Marketing research of general determinants of the choice of the study programme digital marketing by academic studies students The analysis of investments as determinants of economic growth of the Republic of Serbia in the context of accessing the European Union
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1