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Towards developing a framework of enviropreneurial marketing strategy for SMEs in Malaysia

Jaini, Azila and Hussin, Nazimah (2019) Towards developing a framework of enviropreneurial marketing strategy for SMEs in Malaysia. International Journal of Academic Research in Business and Social Sciences, 9 (9). pp. 348-358. ISSN 2222-6990

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Official URL: http://dx.doi.org/10.6007/IJARBSS/v9-i9/6300


Enhancing business performance is the most desired goal among businesses. Currently, corporate businesses are moving towards enviropreneurial marketing (EM) strategy to gain competitive advantage by introducing green products to the consumer market. However, this strategy is not well exposed among SME entrepreneurs in Malaysia. Considering this, the purpose of this paper is to provide new theoretical viewpoint on marketing in regard to business and environmental sustainability, particularly for dealing with the environmental issues from the perspective of SME entrepreneurs in Malaysia. Four marketing strategies (product, price, promotion and place) have been conceptualized in EM strategy to achieve superior SMEs’ performance. A conceptual framework is developed and justified in order to make a novel contribution to marketing theory and practice. Directions for future research conclude the discussion.

Item Type:Article
Uncontrolled Keywords:Enviropreneurial Marketing, Product
Subjects:H Social Sciences > HB Economic Theory
Divisions:International Business School
ID Code:89690
Deposited By: Widya Wahid
Deposited On:22 Feb 2021 14:00
Last Modified:22 Feb 2021 14:00

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