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Title: A three-fold study of multi-dimensional models of green marketing capabilities (GMC) for the enhancement of green competitive advantage and superior performance : the insights into strategic-behaviour and strategic-GMC-fit
Author: Siepong, Angsaya
ISNI:       0000 0004 5923 2092
Awarding Body: University of East Anglia
Current Institution: University of East Anglia
Date of Award: 2016
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This doctoral thesis aims to contribute to a body of knowledge by offering some insightful strategic implications and implementations of ‘Green Marketing Capabilities’ (GMC). In particular, it suggests three distinctive GMC-strategic types and their strategic behaviours as well as strategic-GMC fit models. Additionally, the impact of GMC-structures that lead companies to obtaining green competitive advantage (GCA) and performance effectiveness are evident. This study employs a quantitative approach with a postal-mail survey. The sample frame is based upon a broad spectrum of business types across industries of Thailand. The total numbers of 120 samples were analysed throughout the study. Meanwhile the unit of analysis is concerned with companies’ managers from a wide-range positions e.g. CEO, marketing manager, environmental manager and operational manager. The entire research consists of three sub-studies which follows through several consecutive steps and analytical frameworks. The first study postulates the concept of GMC and defines the operationalization of GMC-structures based on an integrative analytical approach concerning both theoretical literature and classification scheme, and then evaluates three different GMC-strategic types based on an empirical classification/taxonomy. The second study further explores GMC strategic-behaviour-fit model by utilising a configuration approach. The third study adopts three analysis techniques i.e. a configuration, a mediating effect and a causal influence. Given these integrated approaches, this study attempts to demonstrate and validate the viability of GMC in terms of: strategic-GMC fit models, and the salient role of GMC-structures that embodies companies’ operational marketing in creating a green-based competitive advantage as well as strengthening performance effectiveness. Collectively, the whole study reveals substantial findings which can confer on the implications of GMC by manifold empirical investigations. It also adds some significant suggestions to both academic and managerial practices. Academically, it builds on the insight into an integrative analytical approach for the development of multi-faceted GMC model in order to explain the structures and the strategic types. Moreover, it offers up a best practice framework or a guiding model for practitioners to better understand a meaningful GMC strategic mind-map, in which could facilitate decision making process toward selecting and implementing the right strategy in achieving a greater performance outcome for companies.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available