Chish y, Syed Khus o; Saya i, Sonia
A icle
Does ma ke o ien ed en i onmen al sus ainabili y
de e mine he expo pe o mance? A s udy o lea he
p oduc s manu ac u ing SMEs in India
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Chish y, Syed Khus o; Saya i, Sonia (2024) : Does ma ke o ien ed en i onmen al
sus ainabili y de e mine he expo pe o mance? A s udy o lea he p oduc s manu ac u ing SMEs
in India, Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss.
1, pp. 1-17,
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Does ma ke o ien ed en i onmen al
sus ainabili y de e mine he expo pe o mance?
A s udy o lea he p oduc s manu ac u ing SMEs
in India
Syed Khus o Chish y & Sonia Saya i
To ci e his a icle: Syed Khus o Chish y & Sonia Saya i (2024) Does ma ke o ien ed
en i onmen al sus ainabili y de e mine he expo pe o mance? A s udy o lea he
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2024, VoL. 11, no. 1, 2363427
Does ma ke o ien ed en i onmen al sus ainabili y de e mine he
expo pe o mance? A s udy o lea he p oduc s manu ac u ing
SMEs in India
syed Khus o chish y and sonia saya i
Depa men o Business adminis a ion, College o adminis a i e and Financial sciences, saudi elec onic uni e si y, Jeddah,
saudi a abia
ABSTRACT
Ma ke -o ien ed en i onmen al sus ainabili y (Mes), which is pa o an o ganiza ion’s
o ien a ion owa ds he expo ma ke and i s impac on he expo esou ces and
compe encies o i ms was analyzed in his s udy. Fu he , his esea ch also examines
he in luence o expo esou ces and compe encies on expo s a egy o ma ke ing
and expo pe o mance o o ganiza ions. o accomplish his objec i e, s uc u al
equa ion modeling (seM) was used. Da a was ga he ed om 194 manu ac u ing expo
en e p ises. he esul s indica e ha Mes posi i ely impac s esou ces and compe encies
connec ed o g een expo . Fu he mo e, only esou ces indi ec ly a ec eco- iendly
expo ma ke ing s a egy h ough capabili ies, bu g een expo - ela ed compe encies
di ec ly a ec i . he indings also demons a e how an eco- iendly expo ma ke ing
app oach imp o es a company’s expo success. By analyzing business o ien a ion and
i s impac on eco- iendly expo ma ke ing s a egy and expo pe o mance, his
esea ch con ibu es he ield o sus ainabili y and expo ing. his s udy has signi ican
manage ial implica ions, i explici ly opens up signi ican decision-making channels o
indian sMes engaged in expo ing o a ious ma ke s. Fi s , i ad ises businesses ha
hei acquisi ion o esou ces and e en ual de elopmen o skills will be in luenced by
hei o ien a ion, i.e. p e e ence o g een alues, no ms, and beha io s. he s udy’s
indings also demons a e ha businesses mus pu e o in o de eloping capabili ies
a he han jus in es ing in esou ces alone.
1. In oduc ion
humans a e cons an ly pu suing hei indi idual and collec i e goals, paying less a en ion o how hei
ac ions and beha io s a ec na u e and hei su oundings. F equen clima e change, global wa ming,
acid ain, and biodi e si y a e jus a ew consequences o i esponsible human beha io s (Bage &
lambin, 2020). eco-li e a e and eco-conscious o ganiza ions u ge he business communi y o make e o s
o mi iga e such consequences. in esponse, eco- iendly beha io s eme ge among people and busi-
nesses, and sus ainabili y issues come o he o e on o all business ac i i ies (chia esio e al., 2015;
leonidou e al., 2013b). Manage s conside en i onmen al ac o s while designing, de eloping, and man-
u ac u ing p oduc s (de guima ães e al., 2018; Ka sikeas e al., 2016).
he indian lea he indus y boas s i s exis ence o 3000 Bc which s a ed es ablishing i s dominion as
an o ganized indus ial sec o much be o e he commencemen o indian independence s uggle. cen al
lea he Resea ch ins i u e, chennai was he i s signi ican de elopmen pos indian independence o
his sec o . he na ional s a egy o es ic ing he manu ac u ing o lea he p oduc s exclusi ely o he
small and medium scale en e p ises dis inguishes i om o he indus y sec o s. Being a p io i y expo
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT syed Khus o Chish y khus o91@ edi mail.com; [email p o ec ed] Depa men o Business adminis a ion, College o
adminis a i e and Financial sciences, saudi elec onic uni e si y, Jeddah 23442, saudi a abia.
ins i u ional email o syed Khus o Chish y: [email p o ec ed]; ins i u ional email o sonia saya i: s[email p o ec ed]
h ps://doi.o g/10.1080/23311975.2024.2363427
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 30 no embe
2023
Re ised 14 May 2024
accep ed 27 May 2024
KEYWORDS
g een expo ing; Mes;
expo ma ke ing
o ien a ions; expo
ma ke ing s a egy;
expo ing p ocesses;
expo pe o mance
SUBJECTS
en i onmen al economics;
Business; Managemen
and accoun ing;
en i onmen al
Managemen ;
en i onmen & Business;
en i onmen & economics
REVIEWING EDITOR
Rocio gallego-loasada,
Rey Juan ca los
Uni e si y, spain
2 s. K. chish Y anD s. saYaRi
sec o , i has consis en ly been a o eign exchange ea ne o india, besides being an apex jobs c ea o
((Bech sis e al., 2018). ha ing almos 1/3 d o global ca le popula ion (cow, bu alo, sheep, and goa )
and being i h la ges global expo e o lea he p oduc s, india e ched $4.87 billion om expo ma ke
du ing 2021–2022 (Ozkan e al., 2022).
he a ailabili y o ad anced echnology, ained as well as blue-colla wo ke s, auxilia y indus ies, and
e ol ing go e nmen egula ions, aised and di e en ial en i onmen al compliance expec a ions in
domes ic and in e na ional ma ke s, and go e nmen p omo ional e o s ha e c ea ed a bundle o
oppo uni ies as well as accompanying challenges (Kuma & Joji, 2023). Fo ins ance, his indus y is s ill
a labo -in ensi e indus y ha helps he na ional economy in huge employmen gene a ion, which con-
ibu es o na ional p ospe i y. like many o he indus ies and hei p oduc s, he lea he indus y as well
as i s p oduc s p oduced using eco- iendly means also con ibu e o a a o able b and image in he
ma ke , which ul ima ely yields socioeconomic bene i s in he long un (Ka uppiah e al., 2020; Paul
e al., 2023) hus, lea he -manu ac u ing sMes a e inc easingly adop ing g een p ac ices (Dwi edi e al.,
2019; Kanaga aj e al., 2015). he idea is o ensu e he eco- iendliness o all p ocesses ha add alue o
he inished p oduc being deli e ed o consump ion in he domes ic and/o in e na ional ma ke and
esump ion o eco e y and p ope disposal.
expo ing i ms, pa icula ly small and medium en e p ises (sMes) dealing wi h lea he p oduc s,
ind i mo e challenging o add ess en i onmen al conce ns and implemen g een ma ke ing plans
(ga g, 2015). he acquisi ion, mo emen , and p ocessing including anning, s o age, and usage b ing
so s o pollu an s o he en i onmen ; ai , wa e , and soil pollu ion a e he key. e en i hese p ac ices
o e a compe i i e edge, a me hod o s and ou om he compe i ion, and a way o con ol cos s,
hei wo ldwide applica ion inc eases in complexi y o a ious easons (Fakhe i e al., 2022). lea he
quali y o p ice sensi i i y o masses, size and design speci ica ions, dis ibu ion channel p e e ences,
mode o paymen s, and e ms o sales, such as wa an y, e u ns, and e und, a e jus a ew o men ion.
an ex ensi e e iew o he ex an li e a u e e eals ha mos esea ch on g een business s a egy
ocuses on la ge companies in he domes ic con ex , igno ing he global scena io (hasan e al., 2019). in
sMes and in e na ional con ex s, speci ically in expo se ings ( o excep ions, see (leonidou e al.,
2013b; leonidou e al., 2015), he e is li le esea ch on he causes and ou comes o sus ainable ma ke -
ing s a egies (Dwi edi e al., 2019; Ka uppiah e al., 2020; Paul e al., 2023), pa icula ly in he con ex
o lea he p oduc manu ac u ing companies (ga g, 2015). Resea che s who ha e examined he indi id-
ual dimensions o sus ainabili y ha e ocused mo e on he economic o social pilla s o sus ainabili y,
explo ing en i onmen al dimensions insu icien ly. howe e , sus ainable en i onmen al s a egies and
p ac ices ha e p o ed o be sou ces o i ms’ sus ainable compe i i e ad an age and expo pe o mance
(c i enden e al., 2011; hul , 2011).
he exis ing li e a u e also indica es a gap in unde s anding he ela ionship be ween ma ke -o ien ed
en i onmen al sus ainabili y and expo pe o mance, pa icula ly among small and medium en e p ises
(sMes) in he lea he indus y (Dwi edi e al., 2019; Ka uppiah e al., 2020; Podsako e al., 2003).
addi ionally, he e is a dea h o esea ch on how sMes implemen sus ainable ma ke ing s a egies and
hei impac on expo pe o mance (leonidou e al., 2015; 2017; Ve hoe e al., 2003), especially in an
in e na ional con ex . exis ing s udies on g een business s a egies o en ocus on la ge companies, o e -
looking he speci ic challenges and oppo uni ies aced by sMes (Bıçakcıoğlu, 2018; Bıçakcıoğlu e al.,
2019; chen e al., 2023; Ma ín- apia e al., 2010; Mo gan e al., 2004; Quin ás e al., 2018; san a e al.,
2021; sil a e al., 2023; Zami & Mujahid, 2022). While p io esea ch men ions he po en ial bene i s o
sus ainable p ac ices, i does no ho oughly examine how hese p ac ices ansla e o expo pe o -
mance o sMes in he lea he p oduc sec o (Bıçakcıoğlu, 2018).
he esea ch p oposes a no el app oach by in es iga ing he in luence o ma ke -o ien ed en i on-
men al sus ainabili y (Mes) on he de elopmen o esou ces and capabili ies o g een expo ing p ac-
ices among sMes in he lea he indus y. i aims o explo e how hese g een expo capabili ies a ec
he de elopmen and implemen a ion o eco- iendly expo ma ke ing s a egies by sMes. Focusing on
sMes in he lea he p oduc indus y, he esea ch o e s a speci ic and unde - esea ched pe spec i e on
g een ma ke ing and expo pe o mance. U ilizing he Resou ce-Based View (RBV) amewo k, he
esea ch examines how sMes can de elop g een expo - ela ed esou ces and capabili ies, p o iding
aluable insigh s in o how hese businesses can es ablish a compe i i e edge in he global ma ke .
cOgen BUsiness & ManageMen 3
hus, based on he esou ce-based iew (RBV) o i ms (K aaijenb ink e al., 2010), his s udy assumes
ha an o ganiza ion’s o ien a ion and esou ces a e sou ces o sus ainable compe i i e ad an age. in ac ,
i is a pool o esou ces and capabili ies ha aids an o ganiza ion in secu ing supe io pe o mance. as pe
RBV, o ganiza ions possessing he aluable, a e, inimi able, and non-subs i u able esou ce-capabili y mix
may exploi i o gain compe i i e edge in dis inc i e aspec s (newbe , 2008) O la e, schola s and esea ch-
e s ha e used ‘o ganiza ion’ ins ead o ‘non-subs i u abili y’. By ‘o ganiza ion,’ hey mean how he i m o ga-
nizes i sel o exploi i s aluable, a e, and inimi able esou ce-capabili ies mix. he RBV seeks o explo e
how a ious esou ces ela e o each o he and how hey may be combined o gain and main ain a sus-
ainable compe i i e ad an age (Ba ney, 2001). he esou ces equi ed o a ain a sus ainable compe i i e
ad an age depend on how well a i m is posi ioned in ela ion o he en i onmen and socie y.
speci ically, his s udy examines how Mes has impac ed expo ing i ms’ g een expo - ela ed esou ces
and capabili ies. Fu he mo e, i in es iga es whe he hese esou ces and compe encies a ec eco- iendly
expo -ma ke ing s a egies and i ms’ expo pe o mance.
he emainde o his pape is o ganized as ollows. he i s sec ion b ie ly in oduces he main
esea ch idea, ollowed by he backg ound o he esea ch, concep and hypo hesis de elopmen , ma e-
ials and me hods, and empi ical indings in he subsequen sec ions. he inal sec ion p esen s he
s udy’s con ibu ions, implica ions, and limi a ions.
2. Li e a u e e iew and hypo heses de elopmen
2.1. RBV heo y
RBV emphasizes he i m’s in e nal esou ces and capabili ies as he ounda ion o achie ing a sus ain-
able compe i i e ad an age (Ba ney, 1991). his aligns well wi h esea ch on expo pe o mance, whe e
speci ic esou ces and capabili ies a e c ucial o success in in e na ional ma ke s (Mo gan e al., 2004).
RBV highligh s he impo ance o esou ces ha a e aluable, a e, inimi able, and non-subs i u able
(VRin) o c ea ing a compe i i e ad an age (Ba ney, 1991). his pe spec i e is ele an when examining
g een ma ke ing s a egies as e ec i e s a egies can be a sou ce o VRin esou ces, leading o imp o ed
expo pe o mance (Ve hoe e al., 2003).
RBV sugges s ha i ms de elop speci ic capabili ies o u ilize hei esou ces e ec i ely [Ba ney, 1991].
in he con ex o g een ma ke ing, hese capabili ies could in ol e expe ise in eco-design, sus ainable
supply chain managemen , o g een communica ion s a egies. hese capabili ies can hen be le e aged
o implemen e ec i e g een ma ke ing s a egies, po en ially leading o supe io expo pe o mance
(Mo gan e al., 2004).
Building on he VRin concep , RBV sugges s ha i ms wi h esou ces ha a e aluable, a e, inimi a-
ble, and non-subs i u able can achie e a sus ainable compe i i e ad an age (Ba ney, 1991). e ec i e
g een ma ke ing s a egies, i hey mee he VRin c i e ia, can be a sou ce o compe i i e ad an age,
leading o imp o ed expo pe o mance me ics like inc eased ma ke sha e o p o i abili y (Mo gan
e al., 2004). he heo y also examines how his ac ic a ec s expo s, as shown in Figu e 1.
2.2. Ma ke o ien ed en i onmen al sus ainabili y (MES)
in he con ex o expo ing i ms, hei en i onmen al o ien a ion becomes mo e i al as i d i es expo ing
esou ces, compe encies, expo ma ke ing s a egies, and expo pe o mance o o ganiza ions (Ba ney,
1991; Bıçakcıoğlu e al., 2019; c i enden e al., 2011). acco ding o (c i enden e al., 2011), he de ini ion
o ma ke -o ien ed en i onmen al sus ainabili y (Mes) o ien a ion is simila o “ he o ganiza ional philoso-
phy and cul u e ha suppo s common alues, no ms, and beha io s ha suppo en i onmen al ac i i ies."
(hul , 2011) ex ended his de ini ion o ma ke o ien a ion by conside ing a i m’s po en ial o s a egically
align i s in e es s wi h hose o a ious s akeholde s o gain a dis inc and compe i i e ma ke posi ion.
al hough he ex an li e a u e emphasizes he ele ance o Mes, e y ew s udies ha e p obed i s impac
on g een business s a egies and expo pe o mance (Bıçakcıoğlu e al., 2019). al hough sus ainabili y is
gene ally ega ded as a i al aspec o business o ganiza ions, i is ca ego ically mo e impo an o o ga-
niza ions wo king ac oss he globe wi h limi ed esou ces (chia esio e al., 2015).
4 s. K. chish Y anD s. saYaRi
2.3. Eco iendly expo esou ces and capabili ies (ERR and ERC)
eco- iendly expo esou ces suppo g een expo ma ke ing s a egies (li e al., 2017). s ill, in o de o
ully eap he bene i s o esou ces—mo e especially, ma e ial, mone a y, and expe ien ial esou ces—in
expo s a egy and g een p ac ises, hey ha e o be used o build capaci y (Ba ney, 2001). acco ding o
he RBV school o hinking, ha ing app op ia e esou ces may be a necessa y bu inadequa e need o
alue deli e y. he company’s esou ces, how i uses hem, and he capabili ies i de elops all ha e an
impac on i s s a egy (leonidou e al., 2013a). capabili ies and skills a e hough o become c ucial o
businesses ope a ing in global ma ke places (hul , 2011). Jus as ha ing he igh esou ces is impo an ,
ha ing he igh compe encies also helps o ganisa ions implemen hei ma ke ing s a egies (leiblein &
Reue , 2004; leonidou e al., 2011).
2.4. Eco- iendly expo ma ke ing s a egies (EMS)
acco ding o (Mo gan e al., 2004), g een ma ke ing includes a company’s ac i i ies ha ad e ise, pack-
age, and e ie e p oduc s wi h conside a ion o he en i onmen . he e m "g een ma ke ing" has many
conno a ions, and e ms like "en i onmen al ma ke ing," "ecological ma ke ing," and "sus ainable ma ke -
ing" a e used in e changeably o g een ma ke ing [31, 25, 03]. acco ding o hese de ini ions, "g een
ma ke ing" e e s o all ma ke ing ac i i ies wi h special conside a ion o en i onmen al consciousness o
gene a e e enue and p oduce esul s. in his sense, implemen ing a g een ma ke ing s a egy equi es
modi ying he ma ke ing mix elemen s, such as p oduc , p ice, place, and p omo ion (leonidou e al.,
2015). g een ma ke ing mix componen s can imp o e pe o mance (li e al., 2017). examples o g een
p oduc s a egies include making judgmen s abou p oduc s and ocusing on e o s o minimize was e
and pollu ion (leonidou e al., 2013b). companies may use en i onmen ally con enien p oduc and
dis ibu ion me hods, which ha e been shown o ha e a a o able impac on ma ke and p oduc pe -
o mance (Ka sikeas e al., 2016). Businesses need specialized esou ces and compe encies o achie e a
las ing compe i i e ad an age and design and implemen solid ma ke ing s a egies (Dangelico &
Vocalelli, 2017; ha , 1995).
Knowledge o popula ion and en i onmen al issues, biodi e si y loss, and clima e change causes expo -
ing o ganiza ions o ocus on sus ainabili y issues in expo ma ke ing (F aj e al., 2011). he equen
exposu e o expo ing en e p ises o en i onmen al issues leads o eco-consciousness (li e al., 2017).
consume s’ g owing en i onmen al conce ns u he p o oke i ms’ eco-consciousness o de elop and
emb ace eco- iendly expo ma ke ing echniques o a ain hei expo ma ke objec i es (galeazzo &
Figu e 1. Concep ual amewo k.
cOgen BUsiness & ManageMen 5
Klassen, 2015; li e al., 2017). disco e ed ha businesses ope a ing ab oad ypically pe o m be e when
using a sus ainable app oach o ma ke ing ac ics. his imp o ed pe o mance may be a ibu ed o he
inc eased p o i abili y achie ed ia cos educ ion and imp o ed ma ke pe o mance (ha , 1995), imp o ed
socio-ecological s anding [03,25], o he c ea ion o compe i i e ad an age (leonidou e al., 2015).
Fu he mo e, acco ding o (chan, 2010), sus ainabili y conce ns and ac ions o expo ing i ms a e
in luenced by a a ie y o ex e nal ac o s, including mac o-en i onmen al ac o s such as egula ions,
echnology, cul u al/social no ms, he economy, and mic o-en i onmen al ac o s (leonidou e al., 2015).
adop ing g een ma ke ing ac ics may in luence all en e p ises and expo ing businesses ope a e in a
mo e complica ed en i onmen . expo ing businesses ace di icul y in implemen ing sus ainable s a e-
gies and b eaking in o in e na ional ma ke s because o he di e ences in he ex e nal en i onmen s o
he home and hos coun ies ( ahe dangkoo e al., 2017).
2.5. Fi m expo pe o mance (EFP)
al hough he e is no commonly accep ed de ini ion o expo pe o mance, his no ion has been exam-
ined ex ensi ely (hul man e al., 2009). his is also known as he ou come o an o ganiza ion’s expo
ac i i ies (aaby & sla e , 1989). he pe o mance o expo i ms can be measu ed comp ehensi ely in
e ms o p oduc s o e ed, ma ke en y, cus ome sa is ac ion, o g oss economic gains and is ypically
s udied as e ec i eness, e iciency, o adap abili y (Diaman opoulos & Kakkos, 2007; Ka sikeas e al., 2000).
Resea ch indica es ha se e al a iables a ec expo success, including managemen ai s, o ganiza-
ional a iables, en i onmen al in luences, and expo ma ke ing s a egies (Diaman opoulos & Kakkos,
2007). in pa icula , some ma ke ing s a egies appea o play a c ucial ole in achie ing ou s anding
pe o mance in in e na ional ma ke s (Mo gan e al., 2004). addi ionally, expo businesses ha e a good
ela ionship wi h sus ainabili y- ela ed challenges such as eco-inno a ion (leonidou e al., 2002). i is
being obse ed ha companies adhe e o sus ainable conce ns ypically do be e in he expo ma ke
[03, 25]. howe e , ecen esea ch (leonidou e al., 2002) highligh s he impo ance o sha ing en i on-
men al knowledge.
2.6. Hypo hesis de elopmen
a company’s business o ien a ion e lec s i s business philosophy and ela ionship wi h he en i onmen
and s akeholde s (galb ea h e al., 2021) and i se es as a poin o di e ence (leonidou e al., 2002).
his ep esen s he me hodologies, p e e ed p ac ices, and decision-making p ocesses ha guide a i m’s
ope a ions. acco ding o (hul , 2011), he Mes is a ma ke o ien a ion ha cap u es businesses’ p e e -
ences o sus ainable ma ke g een p ac ices. Ma ke - ocused sus ainabili y may in luence an o ganiza-
ion’s s a egy. acco ding o (Mu ay e al., 2011), a obus Mes may p omo e lea ning and he c ea ion
o no el and sus ainable p ac ices.
consume s ha e g own inc easingly awa e o and in e es ed in en i onmen al goods and se ices as
g een consciousness and sus ainabili y challenges ha e g own o e ime [03,25]. Ma ke -o ien ed busi-
nesses c ea e alue by knowing hei cus ome s’ p esen and la en demands (galb ea h e al., 2021;
Menguc e al., 2010). hese businesses a e aligned wi h ma ke needs. likewise, expo ing i ms adop
g een expo ma ke ing p ac ices and c ea e eco- iendly p oduc s and se ices ha cus ome s would
app ecia e (Dib ell e al., 2011; galeazzo & Klassen, 2015). Fi ms may suppo en i onmen al causes by
using eco- iendly esou ces and showing hei commi men owa ds he sus ainable usage o hese
esou ces (c i enden e al., 2011). as a esul , businesses p io i ize esou ces and compe encies ha a e
en i onmen ally sus ainable (Dangelico & Vocalelli, 2017; leonidou e al., 2015). hus, we pos ula e he
ollowing hypo hesis:
h1. Mes has a a o able ela ionship wi h esou ces o g een expo s (eRR).
h2. Mes has a a o able ela ionship wi h expo - ela ed g een capabili ies (eRc).
iden i ica ion o he skills and esou ces ha in luence a i m’s capaci y o pu sue success concu en ly
in he business and en i onmen al sphe es has ad anced no iceably (chan e al., 2012). g een expo
6 s. K. chish Y anD s. saYaRi
ma ke ing p ac ices a e aided by eco- iendly expo esou ces (li e al., 2017). howe e , o ully ealize
he alue o esou ces—speci ically, physical, inancial, and expe ience esou ces—in g een p ac ices and
expo s a egy, hey mus be used in he c ea ion o capaci ies (Ba ney, 2001). acco ding o he RBV
school o hough , ha ing he equisi e esou ces may be necessa y bu insu icien o alue deli e y.
he i m’s s a egy is in luenced no only by i s esou ces bu also by how i uses hem and he compe-
encies i de elops (leonidou e al., 2013a).
capabili ies and compe encies a e belie ed o be essen ial o i ms in in e na ional ma ke s (Ray
e al., 2004). simila o ha ing he necessa y esou ces, ha ing he app op ia e capabili ies aids busi-
nesses in implemen ing hei ma ke ing plans (leiblein & Reue , 2004; leonidou e al., 2011). Fo exam-
ple, ma ke esponsi eness was ound o be c ucial o enhancing he pe o mance o expo s in
en e p ises se ing eme ging in e na ional ma ke s (Be chicci & King, 2007). he o ien a ion o he ma -
ke and how quickly he i m esponds o changing condi ions a e among he quali ies ha ha e been
shown o be help ul in implemen ing g een expo ma ke ing s a egies (li e al., 2017). Fu he mo e,
en i onmen al knowledge and lea ning ob ained om global ma ke places may aid expo i ms in c e-
a ing expo ma ke ing s a egies (Khan & Khan, 2021). Based on he abo e li e a u e, he ollowing
hypo hesis is p oposed:
h3. g een expo - ela ed esou ces (eRR) in luence an eco- iendly expo ma ke ing s a egy (eMs).
h4. an eco- iendly expo ma ke ing s a egy (eMs) is in luenced by g een expo - ela ed capabili ies (eRc).
2.7. En i onmen ally sus ainable expo ma ke ing s a egy and expo pe o mance
P e ious s udies (aguile a-ca acuel e al., 2012; Boone & Ku z, 2001) sugges ha en i onmen al sus ain-
abili y p oblems may be inco po a ed in o i ms’ ma ke ing s a egies. companies may al e cu en goods
and manu ac u ing sys ems o add ess he en i onmen al conce ns o a ious s akeholde s, hus minimiz-
ing ecological e ec s and enhancing en i onmen ally o ien ed pe o mance (chabowski e al., 2011).
P omo ing inno a ion, c ea ing possibili ies, and compe i i e ad an ages de ine signi ican aspec s o
a s a egy (c onin e al., 2011). Owing o be e esou ce managemen , dec eased was e, and enhanced
e iciency, eco- iendly decisions and p ac ices may esul in cheape cos s and highe p o i s o ma ke
sha e ia sus ainable posi ioning (Va ada ajan, 2014). as a esul , inco po a ing en i onmen al conce ns
in o he s a egic o e on helps en e p ises pe o m well and gain a compe i i e ad an age (ha , 1995;
leonidou e al., 2017). P e ious esea ch (c onin e al., 2011) has demons a ed ha implemen ing sus-
ainabili y p ac ices esul s in highe pe o mance. acco ding o (li e al., 2017), an eco- iendly ma ke -
ing s a egy in luences expo pe o mance. as a esul , he ollowing asse ion was made:
h5. a company’s eco- iendly expo ma ke ing s a egy (eMs) di ec ly impac s expo pe o mance (eFP).
3. Resea ch me hodology
he Resou ce-Based View (RBV) is a heo e ical amewo k ha p oposes a i m’s compe i i e ad an age
s ems om i s unique bundle o esou ces and capabili ies. in he con ex o g een lea he expo s om
indian sMes, RBV o e s a aluable lens o examine how hese i ms can achie e success.
3.1. Ma ke -o ien ed en i onmen al sus ainabili y (MES)
Mes e lec s a i m’s s a egic use o esou ces o in eg a e en i onmen al conside a ions h oughou i s
ma ke - acing ac i i ies. his aligns wi h RBV’s emphasis on esou ce deploymen o compe i i e ad an age.
3.2. Expo - ela ed esou ces (ERR)
eRR ep esen he angible and in angible asse s a i m possesses o expo ac i i ies. hese esou ces
a e essen ial o i ms o implemen Mes s a egies, such as eco- iendly ma e ials o sus ainable lea he
p oduc ion o inancial esou ces o ma ke ing g een p oduc s in in e na ional ma ke s.
cOgen BUsiness & ManageMen 7
3.3. Expo - ela ed capabili ies (ERC)
eRc ep esen he skills and p ocesses a i m de elop o u ilize i s expo - ela ed esou ces e ec i ely.
De eloping hese capabili ies allows i ms o le e age hei eRR o success ul g een expo s. examples
include ma ke ing capabili ies o c a ing compelling g een ma ke ing messages o ope a ional capabil-
i ies o e icien expo logis ics wi h minimal en i onmen al impac .
3.4. EMS
he Resou ce-Based View (RBV) and expo ma ke ing s a egy a e undamen ally in e wined o i ms
aiming o achie e a compe i i e ad an age in in e na ional ma ke s. RBV p oposes ha a i m’s unique
bundle o esou ces and capabili ies is he key o sus ainable compe i i e ad an age. hese esou ces can
be angible (machine y, echnology) o in angible (knowledge, skills), and capabili ies ep esen he
"know-how" o le e age hese esou ces e ec i ely. an e ec i e expo ma ke ing s a egy builds upon
he ounda ion o RBV by ocusing on: analyzing he i m’s esou ces and capabili ies o iden i y hose
ha a e Valuable (con ibu e o compe i i e ad an age), Ra e (no easily eplica ed by compe i o s),
inimi able (di icul o compe i o s o imi a e), and non-subs i u able (no eadily a ailable subs i u es).
3.5. Expo pe o mance (EFP)
RBV emphasizes ha a i m’s unique bundle o esou ces and capabili ies is he key o achie ing sus ain-
able compe i i e ad an age. hese esou ces can be angible (machine y, echnology) o in angible
(knowledge, skills), and capabili ies ep esen he "know-how" o le e age hese esou ces e ec i ely. RBV
sugges s ha i ms wi h supe io esou ces and capabili ies can achie e be e eFP by U ilizing aluable
R&D capabili ies and knowledge o in e na ional ma ke s o c ea e p oduc s ha mee he speci ic needs
o o eign cus ome s, le e aging ela ionship managemen capabili ies o es ablish us and collabo a-
ion wi h dis ibu o s, supplie s, and go e nmen agencies in expo ma ke s, and by u ilizing ma ke ing
capabili ies o c ea e compelling messaging, a ge he igh audience in in e na ional ma ke s, and u i-
lize app op ia e ma ke ing channels. his can inc ease b and awa eness, a ac new cus ome s, and ul i-
ma ely lead o highe expo sales.
3.6. The ma ke ing mix (4Ps)
he ou key elemen s a i m can adjus o in luence cus ome decisions:
P oduc : he good o se ice o e ed, including i s ea u es, bene i s, and quali y. in he con ex o g een
lea he expo s, his would encompass he sus ainabili y a ibu es o he lea he p oduc s.
P ice: he mone a y alue assigned o he p oduc . g een ma ke ing s a egies may allow sMes o command
p emium p ices o eco- iendly lea he goods.
Place: he channels h ough which he p oduc eaches he cus ome . his could in ol e online ma ke places,
in e na ional ade shows, o pa ne ships wi h dis ibu o s in a ge ma ke s.
P omo ion: he communica ion ac i i ies used o in o m and pe suade po en ial cus ome s. g een ma ke ing
s a egies would ocus on highligh ing he en i onmen al bene i s o he lea he p oduc s.
By e ec i ely u ilizing he ma ke ing mix (4Ps) alongside a s ong ounda ion in RBV p inciples (Mes,
eRR, eRc), indian lea he sMes can achie e a compe i i e ad an age in g een lea he expo s.
3.7. P ocu emen o da a and managemen
his s udy concen a es on small- and medium-sized indian en e p ises (sMes) ha expo manu ac u ed
goods. sMes ac i ely a emp o es ablish s a egies ha in eg a e he global en i onmen in ea lie
g ow h phases (Dib ell e al., 2011). addi ionally, sMes expand ab oad mo e quickly han hei domes ic
i als (McDougall & O ia , 2000). he Business s anda d1 (2023) p o ides he sampling ame, chosen o
14 s. K. chish Y anD s. saYaRi
ORCID
syed Khus o chish y h p://o cid.o g/0000-0002-2541-933X
Da a a ailabili y s a emen
Da a is a ailable on eques by au ho syed Khus o chish y.
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