환경친화적 산업재 구매기업의 환경기업가형 마케팅전략에 관한 연구 : 천연가스 차량을 중심으로
(A) Study on Enviropreneurial Marketing Strategy of Environmentally Friendly Factory
핵심가치 환경기업가형 마케팅전략 천연가스차량 충전설비시장 환경전략;
- 원문 URL
This study had several purposes. First, to review a theory about economical environment, natural environment, political environment, regular environment, and core value which could affect performance of green marketing in the corporation of natural gas vehicles and refilling facilities. Second, to establish a research model of the core value of enviropreneurial marketing and the performance of marketing strategy. Third, to do an empirical analysis on the research model through SPSS, thus to verify the relationship among variables. The results of the research hypotheses are as follows: H1 : Outer Political Factor had a negative effect on social responsibility of corporation. H2 : Outer Economical Factor had a positive and negative effect on social responsibility of corporation. H3 : Inner Economical Factor had a positive effect on social responsibility of corporation. H4 : Outer Political Factor had a positive effect on entrepreneurship. H5 : Outer Economical Factor had a positive effect on entrepreneurship. H6 : Inner Political Factor and Inner Economical Factor had a positive effect on entrepreneurship. H7 : Entrepreneurship had a positive effect on the performance of marketing strategy. The managerial implications derived by this study are as follows. First, environmental factor of corporation is divided basically controllable outer factor and controllable inner factor. As seen this paper, it's impossible that the corporation control outer political factor and outer economical factor. Thus, the corporation have to take into account their situation when they establish environmental policy. Second, the results show that marketing manager has to educate his employees for knowing an importance of environment with education and regular seminar. And also, corporation must give rights to the department related to environment. Third, managerial implication to rise a performance of corporation is that all employers and employees have to have enviropreneurial mind. Fourth, corporation must have active attitude to establish and carry out environmental policy. The limitations of this study were as follows. First, validity and reliability of questionnaires used in this study were questionable for lack of past researches in Korea. Second, static research technique was employed in this study. Generalization over different time interval was almost impossible from results of this study. Third, sampling units in this study were selected within a certain area of Korea. Results of this study might have been different if other areas were included.