This study examines the relationships among environmental orientation, green marketing mix strate... more This study examines the relationships among environmental orientation, green marketing mix strategy, and competitive advantage. Data collected from 72 real estate developer companies in East Java, Indonesia. The results indicated that environmental orientation has no positively influence on enhancing firm's competitive advantage, but it has positive and significantly effect to the implementation of green marketing mix strategy. Moreover, green marketing mix strategy is revealed as an excellent strategy to enhance competitive advantage in term of company's green image. These findings provide real estate developer company with useful insights for improving firm competitive advantage through implementation of green marketing mix strategy which strongly environmental orientation adopted.
This study examines the relationships among environmental orientation, green marketing mix strate... more This study examines the relationships among environmental orientation, green marketing mix strategy, and competitive advantage. Data collected from 72 real estate developer companies in East Java, Indonesia. The results indicated that environmental orientation has no positively influence on enhancing firm's competitive advantage, but it has positive and significantly effect to the implementation of green marketing mix strategy. Moreover, green marketing mix strategy is revealed as an excellent strategy to enhance competitive advantage in term of company's green image. These findings provide real estate developer company with useful insights for improving firm competitive advantage through implementation of green marketing mix strategy which strongly environmental orientation adopted.
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