Marketing and management strategies for enhancing green competitiveness

Abstract

The article deals with green competitiveness advantages for companies. The green competitive development is considered to be an essential condition to provide a high level of sustainable social and economic development. The authors systematized scientific investigation of the key determinants of the green competitiveness according to the marketing, technological, innovative, communicative, stakeholders, qualitative, level, fiscal and ethic approaches. The primary purpose of the study is to analyse the preconditions for promotion the green competitiveness of enterprises and analyse the influence of the using marketing tools (ensuring the proper quality (environmental) of green goods and services, differentiation of pricing policy, creation of green commercial networks and platforms, promotion of eco-goods and green activity, interaction with the consumers) on a company’s descriptive variables (market segment (sales volumes), green image, efficiency of companies activity, products competitiveness). The object of study is the companies from the food industry, agriculture, machinery-producing industry and production of building materials. The quantitative study employed a sample of 110 companies, for testing each competitive advantage dimension against the established green marketing tools and company descriptive variables using the method of logistic regressions. The obtained results showed the level of integration mix marketing tools for supporting the green competitive advantages. The highest level of integration is in the food industry, the lowest level – in the production of building materials. Provided evaluation gives the opportunity to suggest the system of marketing instruments for forming and strengthening the company’s green competitive advantages.