Ekonomika a management
ENVIRONMENTAL STRATEGY: A TYPOLOGY OF COMPANIES BASED ON MANAGERIAL PERCEPTIONS OF CUSTOMERS’ ENVIRONMENTAL ACTIVENESS AND DETERRENTS
Environmental issues and the inclusion of environmental strategies in strategic thinking is an interesting subject of investigation. In general, managerial practices organized along ecologically sound principles contribute to a more environmentally sustainable global economy. From the managerial perspective, appropriate environmental strategies in compliance with environmental requirements aim at building competitive advantages through sustainable development. There is no universal “green” strategy that would be appropriate for each company, regardless of its market requirements and competitive situations. Instead, managers undertake careful consideration of the circumstances in which their company operates, paying special attention to their customers’ environmental preferences.
Jméno a příjmení autora:
Vesna Žabkar, Tomaš Čater, Domen Bajde, Barbara Čater
57 - 74
typology of companies, customers, environment, activeness, deterrents, strategy
DOI (& full text):
When discussing environmental strategies, previous studies almost completely neglected the importance of companies’ perceptions of their customers’ eco-characteristics. This study aims to address…více
When discussing environmental strategies, previous studies almost completely neglected the importance of companies’ perceptions of their customers’ eco-characteristics. This study aims to address this gap, first, by proposing a typology of companies based on their perceptions of customers’ environmental activeness and deterrents and, second, by analyzing the differences among the obtained groups of companies in their environmental strategies and the motives for and results of these strategies. The paper covers a conceptual background of environmental strategies, the motives for and results of these strategies, and managerial perceptions of customers’ environmental activeness and deterrents. The study included all manufacturing companies with more than 50 employees from a business directory in Slovenia. It was administered via mail to 434 CEOs, out of which 153 returned the questionnaires (a 35.3 % response rate). The sample is
representative of a population of medium sized and large manufacturing companies from 22 different manufacturing industries, including practically all large polluters in the country. Factor analysis was used for the data reduction/summarization and cluster analysis was performed to identify company segments according to their perceptions of customers’ environmental activeness and deterrents. The typology of companies based on managerial perceptions of customers’ environmental activeness and deterrents is proposed, and the differences among the obtained clusters in their environmental strategies, motives and results are analyzed. The findings show that three clusters of companies exist, namely eco-believers, eco-disbelievers and eco-hampered companies. These clusters significantly differ in their perceptions of customers’ eco-characteristics as well as in their corporate and marketing environmental strategies and the motives and results of these strategies.
Ekonomika a management