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.