International green marketing: a comparative study of British and Romanian firms

Gurau, Calin and Ranchhod, Ashok (2005) International green marketing: a comparative study of British and Romanian firms. International Marketing Review, 22, (5), 547-561. (doi:10.1108/02651330510624381).


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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.

Item Type: Article
Digital Object Identifier (DOI): doi:10.1108/02651330510624381
ISSNs: 0265-1335 (print)
Related URLs:
Keywords: consumer behaviour, green marketing, marketing strategy, romania, united kingtom
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions : University Structure - Pre August 2011 > School of Art
ePrint ID: 49304
Accepted Date and Publication Date:
September 2005Published
Date Deposited: 29 Oct 2007
Last Modified: 31 Mar 2016 12:26

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