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International green marketing A comparative study of British and Romanian firms

International green marketing A comparative study of British and Romanian firms Purpose – The market of ecological products is growing exponentially at global level, however, there are very few studies focused on the international marketing strategies of eco‐firms. Seeks to address the issues. Design/methodology/approach – On the basis of the information collected during interviews conducted with six British and six Romanian eco‐firms with international activity, the main opportunities and challenges for international green marketing are identified and analysed. Findings – The findings show important differences between the Romanian and the British firms, mainly determined by the level of development of their domestic market. The Romanian firms usually export ecological products using foreign agents, while the British firms sell internationally using their own brand name and attempting to control the foreign distribution channels. The similarity of the foreign market selection process applied by the UK eco‐firms has allowed the development of a tentative theoretical framework in the second part of the paper. Originality/value – The paper provides insights into the issues surrounding the marketing of ecological products in the international marketplace. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

International green marketing A comparative study of British and Romanian firms

Călin Gurău; Ashok Ranchhod
International Marketing Review , Volume 22 (5): 15 – Oct 1, 2005
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References (28)

Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330510624381
Publisher site
See Article on Publisher Site

Abstract

Purpose – The market of ecological products is growing exponentially at global level, however, there are very few studies focused on the international marketing strategies of eco‐firms. Seeks to address the issues. Design/methodology/approach – On the basis of the information collected during interviews conducted with six British and six Romanian eco‐firms with international activity, the main opportunities and challenges for international green marketing are identified and analysed. Findings – The findings show important differences between the Romanian and the British firms, mainly determined by the level of development of their domestic market. The Romanian firms usually export ecological products using foreign agents, while the British firms sell internationally using their own brand name and attempting to control the foreign distribution channels. The similarity of the foreign market selection process applied by the UK eco‐firms has allowed the development of a tentative theoretical framework in the second part of the paper. Originality/value – The paper provides insights into the issues surrounding the marketing of ecological products in the international marketplace.

Journal

International Marketing Review – Emerald Publishing

Published: Oct 1, 2005

Keywords: Green marketing; Marketing strategy; Consumer behaviour; United Kingtom; Romania

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