IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i3sp1945-1968.html
   My bibliography  Save this article

Enviropreneurial Marketing Strategies on Sustainability of Cement Industry in Kenya

Author

Listed:
  • Erick Auma Omondi

    (Master of Business Administration in Strategic Management, University of Suffolk)

Abstract

Cement manufacturing, distribution and use are associated with numerous environmental concerns that have a bearing to the business continuity and sustainability. Over time, the aspect of environmental conservation and management has become a critical business factor in the eyes of stakeholders and customers alike and thus influencing the performance of cement firms in Kenya. This study sought to establish the role of enviropreneurial marketing strategy to cement business performance in Kenya. The study adopted a pragmatism approach philosophy, acknowledging the real problems related to the industry practice and seeking to contribute practical solutions for future practice. Considering that only eight cement firms operate in Kenya, the study adopted the entire eight number firms as the sample size and sample population. Qualitative descriptive research design guided this research which purely relied on secondary data sources from previous research, published journals, information on companies’ website and published newsfeeds. The results revealed numerous efforts into enviropreneurial marketing strategies at varying degree from firm to firm. Further the results established a relationship between implementation of EM strategies to business performance, with Bamburi cement leading in EM efforts linked to its better performance in the market. Although the study acknowledged a number of challenges with EM strategies, there are revealed opportunities available for exploitation by cement firms in Kenya for improved performance. To achieve more realistic findings, the study recommends a future consideration of primary data sources for perceived reduction of biases imported from secondary data sources.

Suggested Citation

  • Erick Auma Omondi, 2024. "Enviropreneurial Marketing Strategies on Sustainability of Cement Industry in Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 1945-1968, March.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:3s:p:1945-1968
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-3s/1945-1968.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/enviropreneurial-marketing-strategies-on-sustainability-of-cement-industry-in-kenya/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. João M. Lopes & Sofia Gomes & Rosselyn Pacheco & Elizabete Monteiro & Carolina Santos, 2022. "Drivers of Sustainable Innovation Strategies for Increased Competition among Companies," Sustainability, MDPI, vol. 14(9), pages 1-18, May.
    2. Rudy Vannevel & Peter L.M. Goethals, 2020. "Identifying Ecosystem Key Factors to Support Sustainable Water Management," Sustainability, MDPI, vol. 12(3), pages 1-23, February.
    3. Catalina Sitnikov & Laura Vasilescu & Radu Ogarca & Sorin Tudor, 2015. "Matrix Model for Choosing Green Marketing Sustainable Strategic Alternatives," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 909-909, August.
    4. Tamas Barko & Martijn Cremers & Luc Renneboog, 2022. "Shareholder Engagement on Environmental, Social, and Governance Performance," Journal of Business Ethics, Springer, vol. 180(2), pages 777-812, October.
    5. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
    6. Kristel Buysse & Alain Verbeke, 2003. "Proactive environmental strategies: a stakeholder management perspective," Strategic Management Journal, Wiley Blackwell, vol. 24(5), pages 453-470, May.
    7. Robert Strand & R. Freeman, 2015. "Scandinavian Cooperative Advantage: The Theory and Practice of Stakeholder Engagement in Scandinavia," Journal of Business Ethics, Springer, vol. 127(1), pages 65-85, March.
    8. Mohammed Taj Hejazi & Bader Al Batati & Ahmed Bahurmuz, 2023. "The Influence of Green Supply Chain Management Practices on Corporate Sustainability Performance," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    9. Maya Novitasari & Zeplin Jiwa Husada Tarigan, 2022. "The Role of Green Innovation in the Effect of Corporate Social Responsibility on Firm Performance," Economies, MDPI, vol. 10(5), pages 1-19, May.
    10. Carlos Alberto Freitas & Valmir Emil Hoffmann, 2012. "The Perception of the stakeholders influences strategies and its relation with the generic strategy: case study in small business enterprises of the north coast of Santa Catarina State," Brazilian Business Review, Fucape Business School, vol. 9(2), pages 1-25, April.
    11. G. Tomas M. Hult & Jeannette A. Mena & O. C. Ferrell & Linda Ferrell, 2011. "Stakeholder marketing: a definition and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 44-65, March.
    12. Sanjay Sharma & Irene Henriques, 2005. "Stakeholder influences on sustainability practices in the Canadian forest products industry," Strategic Management Journal, Wiley Blackwell, vol. 26(2), pages 159-180, February.
    13. Robert Strand & R. Freeman, 2015. "Erratum to: Scandinavian Cooperative Advantage: The Theory and Practice of Stakeholder Engagement in Scandinavia," Journal of Business Ethics, Springer, vol. 127(1), pages 87-87, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vinod Kumar & Zillur Rahman & A. A. Kazmi, 2016. "Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies," SAGE Open, , vol. 6(3), pages 21582440166, September.
    2. Veronica, Scuotto & Alexeis, Garcia-Perez & Valentina, Cillo & Elisa, Giacosa, 2020. "Do stakeholder capabilities promote sustainable business innovation in small and medium-sized enterprises? Evidence from Italy," Journal of Business Research, Elsevier, vol. 119(C), pages 131-141.
    3. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    4. Janette Brunstein & Marta Fabiano Sambiase & Claudine Brunnquell, 2018. "An Assessment of Critical Reflection in Management Education for Sustainability: A Proposal on Content and Form of Shared Value Rationality," Sustainability, MDPI, vol. 10(6), pages 1-25, June.
    5. Franck Brulhart & Sandrine Gherra & Bertrand V. Quelin, 2019. "Do Stakeholder Orientation and Environmental Proactivity Impact Firm Profitability?," Journal of Business Ethics, Springer, vol. 158(1), pages 25-46, August.
    6. Hildegunn Mellesmo Aslaksen & Clare Hildebrandt & Hans Chr. Garmann Johnsen, 2021. "The long-term transformation of the concept of CSR: towards a more comprehensive emphasis on sustainability," International Journal of Corporate Social Responsibility, Springer, vol. 6(1), pages 1-14, December.
    7. Polterovich, Victor, 2022. "Конкуренция, Сотрудничество И Удовлетворенность Жизнью. Часть 2. Основа Лидерства – Коллаборативные Преимущества [Competition, Collaboration, and Life Satisfaction Part 2. The Fundament of Leadersh," MPRA Paper 113053, University Library of Munich, Germany.
    8. Kim, Rebecca Chunghee & Yoo, Kate Inyoung & Uddin, Helal, 2018. "The Korean Air nut rage scandal: Domestic versus international responses to a viral incident," Business Horizons, Elsevier, vol. 61(4), pages 533-544.
    9. Mariusz Zielinski & Izabela Jonek-Kowalska, 2020. "Profitability of Corporate Social Responsibility Activities from the Perspective of Corporate Social Managers," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 264-280.
    10. Farida Saleem & Saiqa Saddiqa Qureshi & Muhammad Imran Malik, 2021. "Impact of Environmental Orientation on Proactive and Reactive Environmental Strategies: Mediating Role of Business Environmental Commitment," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    11. Andersen, Sophie Esmann & Høvring, Christiane Marie, 2020. "CSR stakeholder dialogue in disguise: Hypocrisy in story performances," Journal of Business Research, Elsevier, vol. 114(C), pages 421-435.
    12. Jeremy Galbreath & Chia‐Yang Chang & Daniel Tisch, 2023. "The impact of a proactive environmental strategy on environmentally sustainable practices in service firms: The moderating effect of information use value," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5420-5434, December.
    13. Adolfo Carballo‐Penela & Juan Luis Castromán‐Diz, 2015. "Environmental Policies for Sustainable Development: An Analysis of the Drivers of Proactive Environmental Strategies in the Service Sector," Business Strategy and the Environment, Wiley Blackwell, vol. 24(8), pages 802-818, December.
    14. Runhui Lin & Yuan Gui & Zaiyang Xie & Lu Liu, 2019. "Green Governance and International Business Strategies of Emerging Economies’ Multinational Enterprises: A Multiple-Case Study of Chinese Firms in Pollution-Intensive Industries," Sustainability, MDPI, vol. 11(4), pages 1-32, February.
    15. Esben Rahbek Gjerdrum Pedersen & Wencke Gwozdz & Kerli Kant Hvass, 2018. "Exploring the Relationship Between Business Model Innovation, Corporate Sustainability, and Organisational Values within the Fashion Industry," Journal of Business Ethics, Springer, vol. 149(2), pages 267-284, May.
    16. Ana Nave & João Ferreira, 2019. "Corporate social responsibility strategies: Past research and future challenges," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 885-901, July.
    17. Martín-Tapia, Inmaculada & Aragón-Correa, J. Alberto & Rueda-Manzanares, Antonio, 2010. "Environmental strategy and exports in medium, small and micro-enterprises," Journal of World Business, Elsevier, vol. 45(3), pages 266-275, July.
    18. Yi-Hui Ho & Cheng-Kun Wang & Chieh-Yu Lin, 2022. "Antecedents and Consequences of Green Mindfulness: A Conceptual Model," IJERPH, MDPI, vol. 19(11), pages 1-19, May.
    19. Haiying Lin, 2012. "Cross-sector Alliances for Corporate Social Responsibility Partner Heterogeneity Moderates Environmental Strategy Outcomes," Journal of Business Ethics, Springer, vol. 110(2), pages 219-229, October.
    20. Brigitte Hoogendoorn & Daniela Guerra & Peter Zwan, 2015. "What drives environmental practices of SMEs?," Small Business Economics, Springer, vol. 44(4), pages 759-781, April.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:3s:p:1945-1968. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.