The Effect of Green Marketing on Organizational Sustainable Competitive Advantage: A Case of Nairobi Java House, Kenya.
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Date
2016-06
Authors
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Publisher
Daystar University, School of Business and Economics
Abstract
The purpose of this research study was to assess the effects of green marketing on organizational sustainable competitive advantage; a case of Nairobi Java House. Though previous studies have found that green marketing practices enables firm achieve profitability due to increased customer satisfaction, customer loyalty and market share, there was no substantial literature of these effects within Kenya. Consequently, the objectives of the study were to establish the green marketing activities carried out at the firm, to determine the effect of green marketing on organizational sustainable competitive advantage, to determine the forces influencing adoption of green marketing at the firm and to establish the level of awareness of green marketing among its customers. The study used purposive and convenience sampling as the sampling technique so as to ensure that the objectives of the study were met. Questionnaire method was the data collection technique employed. The study included an unstructured interview with NJH marketing management. SPSS was used to analyse the data collected from the field. The findings of this study established that green marketing activities were indeed adopted in Nairobi Java House. The study also revealed that green marketing had effect on organizational sustainable competitive advantage in respect to increased customer satisfaction, customer loyalty which had positive input to the market share of the organization. Further research was recommended on the effect of green marketing on organizational financial performance as well as a comparative study on the performance of two organizations where one has adopted green marketing while the other has not.
Description
MASTER OF BUSINESS ADMINISTRATION in Marketing
Keywords
green marketing, organizational sustainable, competitive advantage
Citation
Waithira, M. M. (2016). The Effect of Green Marketing on Organizational Sustainable Competitive Advantage: A Case of Nairobi Java House, Kenya. Daystar University, School of Business and Economics