Page 110 - Hojnik, Jana. 2017. In Persuit of Eco-innovation. Drivers and Consequences of Eco-innovation at Firm Level. Koper: University of Primorska Press
P. 110
In Pursuit of Eco-innovation
advantage, while the positive effect of a green marketing strategy on com-
petitive advantage is even more imperative when hotels face acute compe-
tition (Leonidou et al. 2013a). Leonidou et al. (2013a, 104) further argue
that “the favorable effect of an eco-friendly marketing strategy on gaining
a competitive advantage indicates that the adoption of an environmen-
talism approach can seriously reduce the firm’s costs (e.g., energy savings,
process efficiency, recyclable material) and/or differentiate its products/
services (e.g., refillable packages, eco-friendly image, unique features)”.
Additionally, companies can, through environmental technologies, gain
a competitive advantage by establishing unique and inimitable strategies;
therefore, they distinguish themselves from the competition and become
environmental leaders (Shrivastava 1995).
110
advantage, while the positive effect of a green marketing strategy on com-
petitive advantage is even more imperative when hotels face acute compe-
tition (Leonidou et al. 2013a). Leonidou et al. (2013a, 104) further argue
that “the favorable effect of an eco-friendly marketing strategy on gaining
a competitive advantage indicates that the adoption of an environmen-
talism approach can seriously reduce the firm’s costs (e.g., energy savings,
process efficiency, recyclable material) and/or differentiate its products/
services (e.g., refillable packages, eco-friendly image, unique features)”.
Additionally, companies can, through environmental technologies, gain
a competitive advantage by establishing unique and inimitable strategies;
therefore, they distinguish themselves from the competition and become
environmental leaders (Shrivastava 1995).
110
