• 제목/요약/키워드: Green Business Strategy

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Impacts of Corporate Social Responsibility and Green Marketing Strategy on Business Performance: The Moderating Role of Balanced Scorecard

  • NGUYEN, It Van;QUACH, Trinh To;NGUYEN, Tinh Thi
    • The Journal of Asian Finance, Economics and Business
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    • 제9권10호
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    • pp.73-83
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    • 2022
  • On the underpinning theory of the Resource Based Theory, this research examines the impact of corporate social responsibility and green marketing strategy on business performance with the moderating role balanced scorecard. Corporate social responsibility concentrates on related to government, the environment, customers, and employees. Green marketing strategy concentrates on approaches in terms of green products, green prices, green places, and green promotion. Business performance is measured by groups of indicators financial, and non-financial. The moderating role balanced the scorecard at the financial, customer, process, learning, and growth level. Research results with survey data from 419 managers at different food enterprises in Ho Chi Minh City processed through the structural analysis method, showed that corporate social responsibility has the strongest positive impact on business performance, followed by the green marketing strategy as the second strong positive impact on the business performance and results also showed that the balanced scorecard moderating role increases the level of the strong positive impact of the above relationship. Besides, it also showed the difference in the demographic control variables. Based on the findings, some implications are drawn to help the managers of enterprises improve the moderating role balanced scorecard when implementing corporate social responsibility and green marketing strategies thereby contributing to increasing business performance.

델파이 방법을 이용한 한국의 그린 비즈니스/IT 추진전략 수립 (Development of Korean Green Business/IT Strategies Using Delphi Technique)

  • 최주철;최일영;김재경
    • 경영과학
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    • 제26권2호
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    • pp.91-112
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    • 2009
  • Recently, the green business/IT-related issues such as $CO_2$ emission and energy consumption have become spread out rapidly through the world. EU, the United States, Japan and other developed countries are using IT-related environmental regulations as trade barriers. Korea which has high rate of IT exports needs to establish systematic strategies to respond to these environmental regulations. However, it is not easy to find the related research about making green business/IT strategies. This research aims to deduce the green business/IT strategy framework and the suitable green business/IT strategies for the Korean situation. The green business/IT strategy framework is constructed from the analysis of preceding researches and those of the green business/IT strategies of Japan, the United States, and EU. The Korean green business/IT strategies are deduced from survey of experts using Delphi method. We expect that the results contribute to establish the systematic policy and action plan to reduce $CO_2$ emission and energy consumption of IT industry.

A Study on the Relationship between Green Marketing Strategy and CSR Policy

  • Junhyuck, SUH
    • 산경연구논집
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    • 제14권2호
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    • pp.11-19
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    • 2023
  • Purpose: This research examines the relationship between green marketing strategy and CSR policy and identifies how companies can leverage this relationship to attract green customers. The conceptual model for this study shows the relevance of companies adopting both green marketing strategies and CSR policies to show how committed they are regarding environmental sustainability and fulfill their responsibilities towards various stakeholders. Research design, data and methodology: This research has conducted the literature content approach and the key measures used for this study were based on mostly peer-reviewed journal articles. Those studies already indicated the high degree of reliability and validity. Consequently, the current researcher removed conference papers into the analysis. Results: This research provides brief suggestions for companies to incorporate the findings of this study into their green marketing strategies and CSR policies. Companies that align their green marketing strategies with their CSR policies, and CSR policies with their customers' values, are more likely to attract environmentally conscious customers and increase their loyalty. Conclusions: This research concludes that there exists a positive relationship between green marketing strategy and CSR policy and the outcomes of this research add to the body of knowledge on how these two concepts can be integrated to achieve business and societal benefits.

한국의 그린 비즈니스/IT 실태분석을 통한 추진전략 우선순위 도출에 관한 연구 (Development of Korean Green Business/IT Strategies Based on Priority Analysis)

  • 김재경;최주철;최일영
    • Asia pacific journal of information systems
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    • 제20권3호
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    • pp.191-204
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    • 2010
  • Recently, the CO2 emission and energy consumption have become critical global issues to decide the future of nations. Especially, the spread of IT products and the increased use of internet and web applications result in the energy consumption and CO2 emission of IT industry though information technologies drive global economic growth. EU, the United States, Japan and other developed countries are using IT related environmental regulations such as WEEE(Waste Electrical and Electronic Equipment), RoHS(Restriction of the use of Certain Hazardous Substance), REACH(Registration, Evaluation, Authorization and Restriction of CHemicals) and EuP(Energy using Product), and have established systematic green business/IT strategies to enhance the competitiveness of IT industry. For example, the Japan government proposed the "Green IT initiative" for being compatible with economic growth and environmental protection. Not only energy saving technologies but energy saving systems have been developed for accomplishing sustainable development. Korea's CO2 emission and energy consumption continuously have grown at comparatively high rates. They are related to its industrial structure depending on high energy-consuming industries such as iron and steel Industry, automotive industry, shipbuilding industry, semiconductor industry, and so on. In particular, export proportion of IT manufacturing is quite high in Korea. For example, the global market share of the semiconductor such as DRAM was about 80% in 2008. Accordingly, Korea needs to establish a systematic strategy to respond to the global environmental regulations and to maintain competitiveness in the IT industry. However, green competitiveness of Korea ranked 11th among 15 major countries and R&D budget for green technology is not large enough to develop energy-saving technologies for infrastructure and value chain of low-carbon society though that grows at high rates. Moreover, there are no concrete action plans in Korea. This research aims to deduce the priorities of the Korean green business/IT strategies to use multi attribute weighted average method. We selected a panel of 19 experts who work at the green business related firms such as HP, IBM, Fujitsu and so on, and selected six assessment indices such as the urgency of the technology development, the technology gap between Korea and the developed countries, the effect of import substitution, the spillover effect of technology, the market growth, and the export potential of the package or stand-alone products by existing literature review. We submitted questionnaires at approximately weekly intervals to them for priorities of the green business/IT strategies. The strategies broadly classify as follows. The first strategy which consists of the green business/IT policy and standardization, process and performance management and IT industry and legislative alignment relates to government's role in the green economy. The second strategy relates to IT to support environment sustainability such as the travel and ways of working management, printer output and recycling, intelligent building, printer rationalization and collaboration and connectivity. The last strategy relates to green IT systems, services and usage such as the data center consolidation and energy management, hardware recycle decommission, server and storage virtualization, device power management, and service supplier management. All the questionnaires were assessed via a five-point Likert scale ranging from "very little" to "very large." Our findings show that the IT to support environment sustainability is prior to the other strategies. In detail, the green business /IT policy and standardization is the most important in the government's role. The strategies of intelligent building and the travel and ways of working management are prior to the others for supporting environment sustainability. Finally, the strategies for the data center consolidation and energy management and server and storage virtualization have the huge influence for green IT systems, services and usage This research results the following implications. The amount of energy consumption and CO2 emissions of IT equipment including electrical business equipment will need to be clearly indicated in order to manage the effect of green business/IT strategy. And it is necessary to develop tools that measure the performance of green business/IT by each step. Additionally, intelligent building could grow up in energy-saving, growth of low carbon and related industries together. It is necessary to expand the affect of virtualization though adjusting and controlling the relationship between the management teams.

Linking of Egoistic, Altruistic, and Biospheric Values to Green Loyalty: The Role of Green Functional Benefit, Green Monetary Cost and Green Satisfaction

  • IMANINGSIH, Erna S.;TJIPTOHERIJANTO, Prijono;HERUWASTO, Ignatius;ARUAN, Daniel Tumpal H.
    • The Journal of Asian Finance, Economics and Business
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    • 제6권2호
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    • pp.277-286
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    • 2019
  • The study aims to analyze the influence of egoistic, altruistic and biospheric value on green functional benefit, green monetary cost, green satisfaction and green loyalty. The study analyzes the effect of green functional benefit and green monetary cost on green satisfaction and green loyalty, as well as green satisfaction on green loyalty. The study employs quantitative methods with customers who have green brand purchase experience in Indonesia. Non-probability sampling was conducted using purposive sampling method based on predetermined criteria, which are customers who have already purchase and use green brand products. A total of 402 samples were analyzed using Structural Equation Modelling. The result shows that the data support hypotheses on egoistic and biospheric value, hypotheses on green functional benefit effect to green satisfaction and green loyalty, as well as green monetary cost effect to green loyalty. The other hypotheses are not supported by data. As a conclusion, it is egoistic and biospheric value that has positive effect on green loyalty, while green functional benefit and green monetary cost act as mediation between the value orientation and green loyalty. As managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion.

녹색성장 실행을 위한 그린 6시그마 (Green Six Sigma for Green Growth Implementation)

  • 김동준;홍성훈;신완선
    • 품질경영학회지
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    • 제38권4호
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    • pp.521-530
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    • 2010
  • Global regulatory pressures relating climate change and environmental responsibility are asking companies to find out the best way for sustaining their continuous business growths. It could be known that inadequate management for environmental issues are bad for business, negatively affecting brand image, causing unnecessary losses and costs for environmental preservation. For this reason, environmentally conscious green business growth has been recognized as an essential requirement for a company to stay in business. Many companies are looking for green business opportunities of improving their environmental and financial results, and struggling with how green fits into their business. In this paper, the Green Six Sigma, an environmentally conscious Six Sigma methodology, is presented as a way to find solutions for green growths. The Six Sigma is known as a disciplined, data-driven approach and methodology for achieving world-class performance in any process from manufacturing to transactional. In chronological order, the Six Sigma has been evolved from Motorola's quality-oriented methodology to GE's cost-oriented lean approach, and is being evolved and developed as an environment-oriented green growth approach. There is no doubt that the Green Six Sigma, as an engine of green growth, is a power tool for achieving competitive business performance and reducing the impact on the environment.

그린리모델링 사업 활성화를 위한 민간 이자지원사업 개선연구 (A Study on the Improvement of Interest Support Program for Activating Green Remodeling Business)

  • 유정현;이종건;김봉주;방선규
    • 대한건축학회논문집:구조계
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    • 제35권6호
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    • pp.147-152
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    • 2019
  • The purpose of this study is to derive priority improvement items through business expansion and efficient implementation for green remodeling business operator in order to enhance the activating of green remodeling business in a long-term perspective. For this purpose, survey of 128 business operator respondent is conducted based on 13 items. Also, priority improvements items were derived based on the results of the survey by using IPA(Importance Performance Analysis) techniques. As a result, In order to revitalize the green remodeling, it is necessary to induce market participation motivation through monetary profit. Additionally, The management of green remodeling business operator and the opinions of owners should be reviewed. In the future, the items that reflect the views of business operator and owners will be investigated and further research on improvements for expanding green remodeling 'interest subsidies on existing private buildings will be conducted.

IT롤 활용한 녹색성장 전략에 관한 연구 (A study about Strategy of Green Growth base on IT)

  • 김명호
    • 산학경영연구
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    • 제22권2호
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    • pp.1-34
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    • 2009
  • 녹색성장정책은 환경(Green)과 성장(Growth)의 양립구조에서 벗어나 환경 그 자체를 새로운 성장동력으로 인식하고 환경과 성장의 선순환구조로 경제성장 패러다임을 전환시키는 것이다. 그러나 녹색성장정책은 국가에 따라 다소 상이하게 추진되므로 이러한 정책들을 살펴보고, 실제 일반인과 기업에서 이것을 어떻게 수용하는지 실증분석을 통하여, 우리나라 녹색성장전략을 제시하는데 그 목적이 있다. 실증분석 결과, 나타난 주요 시사점을 요약하면 다음과 같다. 첫째, 녹색성장정책은 단순한 환경문제를 해결하기 위한 정책이 아닌 범국가적인 전략 추진이 필요하다. 둘째, 녹색성장정책의 핵심부문으로서 에너지정책을 규정하고 단기적으로 성과가 가능한 에너지 사용의 효율화를 적극 추진하여야 한다. 셋째, 녹색성장정책에 IT활용을 적극적으로 추진하여 보다 장기적인 성과에 초점을 둔 전략 개발이 필요하다. 넷째, 우리나라의 실행계획의 수립은 녹색성장정책 추진에 따른 효율성과 직접적인 관련이 있으므로 매우 신중한 접근이 요구된다. 다섯째, 녹색성장정책을 사회변혁정책으로 다루어 범국민적인 여론 형성을 마련하여야 한다.

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Policies to Promote Green Economy Innovation in East Asia and North America

  • Barbier, Edward B.
    • STI Policy Review
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    • 제6권1호
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    • pp.54-69
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    • 2015
  • Although there is progress in developing green sectors in North America and East Asia, the key challenge facing the expansion of economy-wide green innovation and structural change in these regions is the absence of relevant policy follow-up to the green stimulus enacted during the Great Recession. The boost to green sectors provided by such measures is waning quickly, given that much of the green stimulus focused on energy efficiency. The biggest obstacles to sustaining green growth in North America and East Asiaare major market disincentives, especially the under-pricing of fossil fuels and market failures that inhibit green innovation. A three-part strategy to overcome these obstacles would involve: first, removing fossil fuel subsidies; second, employing market-based instruments to further reduce the social costs of fossil fuel use; and third, allocating any resulting revenue to public support for green innovation and investments. Such a strategy would ensure that green growth is not about promoting niche green sectors but instigating economy-wide innovation and structural transformation in North America and East Asia.

In Search of Demanded Green Marketing Practices to Encourage Customer's Eco-friendly Purchasing Intention

  • KANG, Eungoo;HWANG, Hee-Joong
    • 동아시아경상학회지
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    • 제10권3호
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    • pp.93-104
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    • 2022
  • Purpose - The green marketing practice improves consumers' environmental knowledge, consequently bolstering their environmental purchase intention. It also improves consumers' green brand knowledge, positively influences their attitude toward green brands. This research examines the role of green brand image between green marketing practice and consumers' green purchasing intention Research design, Data, and methodology - This research has conducted the 'Qualitative Content Analysis' in the current literature dataset. It is crucial to create the procedures and processes that is used to acquire the data needed to structure or solve problems. Finally, total 35 prior studies included for the analysis. Result - Based on prior studies, the current authors figured out that the green brand image plays an essential role in promoting companies' efforts in green marketing practices and green purchase intentions through its mediating ability by fostering trust, green perceived value, green brand loyalty, and social responsibility as a significant determiner of green practices Conclusion - This research concludes that green brand positioning helps companies secure a special place in a consumers' mind by facilitating the design of the desired green brand awareness image and strengthening consumers' desire to purchase a specific green product/service. Green brand positioning centers on the way marketing communications of green brand features green brand knowledge.