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https://doi.org/10.1108/MIP-03-2015-0061

has been cited by the following article:

• TITLE: Impact of Strategic and Tactical Green Marketing Orientation on SMEs Performance

  AUTHORS: Mukesh Kumar Mishra, Dibyendu Choudhury, K. S. Venu Gopal Rao

  KEYWORDS: Strategic Green Marketing Orientation (SGMO), Tactical Green Marketing Orientation (TGMO), SMEs Performance, Environmental Performance

  JOURNAL NAME: Theoretical Economics Letters, Vol.9 No.5, June 27, 2019

  ABSTRACT: The objective of this paper is to examine the impact of tactical green marketing orientation (TGMO) and strategic green marketing orientation (SGMO) on small & medium scale enterprises (SMEs) performance and environmental performance. This study uses data from owners/managers from different Industry Associations and clusters in the SMEs domain in South India and uses a two-step approach for data analysis. In the first step, a measurement model was used to assess the validity and reliability of the measures, and then in the second step structural model was used to test the proposed hypotheses. The results indicate that tactical green marketing orientation impacts firm performance. To author’s knowledge, this paper is unique in the terms of finding impacts of TGMO and SGMO on firm performance and environmental performance.