Green Marketing and Management in Emerging Markets

Green Marketing and Management in Emerging Markets, with emphasis on the crucial role of people management towards successful implementation, is an invaluable companion to today's marketers. Policymakers, business owners, managers, and HR practitioners, particularly in emerging markets, will benefit from the recommendations in this book. I recommend it to you all.

Samuel O Idowu, PhD, Deputy CEO, Global Corporate Governance Institute, UK

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on thepeople through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, effective people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing.

Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed 'greenness' in all their marketing activities.

Robert Ebo Hinson is a Professor and Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School.

Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a Management Researcher and Consultant. He is affiliated with the Olabisi Onabanjo University, Nigeria.

Auteur

Robert Ebo Hinson is Professor and Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Before becoming an academic, he worked in advertising as an Account Director supervising global brands such as Microsoft and Mercedes Benz. Since turning academic, he has worked in various capacities for African, North American and European Universities. Robert is a Professor of Marketing and holds a DPhil in Marketing and a PhD in International Business.

Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. She has published several academic books and articles in top scholarly journals, with a focus on emerging economies. Her co-authored papers won Best Paper Awards at international conferences in 20162019, consecutively.

Isaiah Adisa is an astute and dynamic management researcher. He has co-authored book chapters and journal articles. His co-authored paper won the best paper award in 2019 at the 13th MBAcademy International Conference on Management Businesses Organization and Innovation (IMBAC2019). Isaiah's research interests cut across human resources management, organisational behaviour, marketing and gender studies.

Texte du rabat

Green Marketing and Management in Emerging Markets, with emphasis on the crucial role of people management towards successful implementation, is an invaluable companion to today's marketers. Policymakers, business owners, managers, and HR practitioners, particularly in emerging markets, will benefit from the recommendations in this book. I recommend it to you all.

Samuel O Idowu, PhD, Deputy CEO, Global Corporate Governance Institute, UK

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on the people through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, effective people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing.

Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed 'greenness' in all their marketing activities.

Robert Ebo Hinson is a Professor and Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School.

Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a Management Researcher and Consultant. He is affiliated with the Olabisi Onabanjo University, Nigeria.

Résumé

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on the people through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing.

Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed 'greenness' in all their marketing activities.

Contenu

Chapter 1: Green Business Practices in Emerging Economies

Contributors to this chapter will argue that rapid industrial modernisation has led to adverse environmental impacts, including greenhouse gas emissions, toxic pollutions, and chemical spills (Peng and Lin, 2008). In response to the growing global environmental awareness, green business practises have emerged and been embraced as business seek to remain relevant and have a green competitive edge. Green practices have proliferated as companies seek to reduce the environmental impacts of their products and services. Institutional theorists argue that external pressures play a critical role in determining organisational actions by pushing firm leaders to adopt certain practices and to refrain from practising others (Powell & DiMaggio, 1991). External and internal forces have prompted firms to consider and choose green business practises in emerging economies. Despite the burgeoning literature on gre…