It is, in essence, one of the healthiest—if not the healthiest—organizational strategy for the future, which refers to the organizations’ sustainable use of human resources management values, philosophies, policies and practices aimed to promote and ensure that all the existing business resources are eco-friendly; there are two main directions, on the one hand, a direction targeting environmentally friendly human resources practices, and, on the other hand, a direction centered on the preservation of knowledge capital.
Published in Chapter:
Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor
Cristina Raluca G. Popescu (University of Craiova, Romania & University of Bucharest, Romania & The Bucharest University of Economic Studies, Romania & National Institute of Research and Development for Environmental Protection – Bucharest, Romania)
Copyright: © 2020
|Pages: 33
DOI: 10.4018/978-1-5225-9558-8.ch008
Abstract
Green marketing strategies have the immense power of motivating both consumers and producers to get involved in saving the planet and, at the same time, to benefit from the potential of eco-friendly products while satisfying their needs. On one hand, this chapter reviews the theory on green marketing strategies, and on the other hand, it focuses on the manner in which organizations can obtain financial and non-financial performance with the aid of green marketing strategies mix. This study reports that intellectual capital factor plays a key role in discovering the optimum green marketing strategies mix, also placing natural capital among the notable capital factors that empower organizations' activities and strengthen their visibility on the marketplace. The quantitative and qualitative indicators that have been analyzed highlight the main economic, social, and environmental effects of business practices in Romania. The findings provide some interesting clues regarding the impact of intellectual capital and green marketing strategies on organizational performance.