Exploratory results on the antecedents and consequences of green marketing
Article Abstract:
A study was conducted to evaluate a framework that supports external and internal antecedents and outcomes associated with the integration of environmental concerns in marketing programs and decision making processes. Some of the external and internal antecedents and consequences analyzed include competitive and business intensity, consumer sensitivity toward environmentalism, and the environmental consciousness of marketers. Results indicated limitations associated with marketers' influence on green product development processes.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1998
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Buying international research
Article Abstract:
Shell Group Inc. has traditionally taken a technology-based rather than a consumer-led approach to marketing and sales. With the formation of the Market Research Specialist, however, Shell Group has focused more on consumer research. The experience of the Market Research Specialist from 1990-1995 has proven that a cooperative approach with local operating companies is most effective in buying research that is likely to be used.
Publication Name: Journal of the Market Research Society
Subject: Business
ISSN: 0025-3618
Year: 1996
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