TY  - JOUR
TT  - MANAGEMENT STRATEGY FOR SUSTAINABILITY THROUGH THE GREEN MARKETING TOOL
AU  - Da Silva, Azenath Alves
AU  - Filho, Flávio De São Pedro
AU  - Madeira, Maria José Aguilar
AU  - Leão, João Artur Avelino
AU  - Sui-qui, Tiyao
PY  - 2017
DA  - August
DO  - 10.18769/ijasos.336547
JF  - IJASOS- International E-journal of Advances in Social Sciences
JO  - IJASOS
PB  - OCERINT International Organization Center of Academic Research
WT  - DergiPark
SN  - 2411-183X
SP  - 358
EP  - 365
VL  - 3
IS  - 8
KW  - Management
KW  - Green Marketing
KW  - Social Responsibility
KW  - Sustainability
N2  - Management strategies have been guided by the organization ofentities in response to environmental variables and share the same conditionsas the business process in which they exist. Special attention should be givento green marketing as a strategic alternative in achieving organizationalsustainability. This research was based on the Contingency Theory, and findsthat organizational variables are interrelated in a complex way with externalenvironmental conditions, maintain interchange with them. The research entailedmeeting three specific objectives: (1) identifying the environmental variablesthat influence the decision in Green Marketing; (2) evaluating the perceptionby social actors of environmental variables; and (3) analyzing the trend inperformance by means of the Green Marketing tool. The methodology used was tosimulate a qualitative, descriptive and exploratory case study, applyingseveral procedures, with the support of a focus group, so as to produceconstructs that would support objective deductions. The variables, competitors,economic, legal and regulatory, socio-environmental and technological variablesinvolved in the marketing mix were identified. The perception of the socialactors about the variables was evaluated, reinforcing their importance in thestrategic decision making process. Analyzing the applicability of greenmarketing is a management strategy that confers competitive advantage toachieve organizational sustainability. This study helps those interested inbusiness strategy, since its elements make it possible to construct a tool thatcan be used by modern organizations with an environmental commitment. It is hopedthat this will be a collaborative product to offer to managers concerned withorganizational sustainability.
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UR  - https://doi.org/10.18769/ijasos.336547
L1  - https://dergipark.org.tr/en/download/article-file/338421
ER  -