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Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy

Ajay Menon and Anil Menon
Journal of Marketing
Vol. 61, No. 1 (Jan., 1997), pp. 51-67
DOI: 10.2307/1252189
Stable URL: http://www.jstor.org/stable/1252189
Page Count: 17
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Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy
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Abstract

Environmental concerns have begun to reshape the landscape in which global organizations compete. The demands and influences of the environmental movement are evident in the dollar value size of the environmentally conscious marketplace. In addition, the growing regulatory concerns over the environmental impact of corporate practices have begun to influence corporate strategies. The authors discuss the concept of an enviropreneurial marketing strategy, which reflects the confluence of social performance goals, corporate entrepreneurship orientations, and marketing strategy by integrating environmental concerns when developing marketing policies and practices. They provide a brief overview of the emergence of the enviropreneurial strategy paradigm, identify three types of enviropreneurial marketing strategies, and develop a model of the antecedents and consequences of an enviropreneurial marketing strategy. Finally, they conclude with a brief discussion of future research needs.

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