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How and when does green international marketing strategy affect international performance: Natural Resource Based View perspective

Year: 2024

Type: conference-paper

Abstract: Building on the Natural Resource Based-View, the aim of this study is to explore the relationship between green international marketing export strategy and international performance - using survey data from UK manufacturing firms. The study plans to deploy a mixed method approach using a NVivo and Fuzzy set Qualitative Comparative Analysis (FsQCA) to analyse the study’s relationships. In doing so, the study contributes to green international marketing literature.

Source: Figshare

Authors: Frederick Awuni Awuni (16488234), Arinze Nwoba (12058367), Anne Souchon (1255767)

Language: English

Topic: International Business and FDI

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

OpenAlex ID: W6991691282

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