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Successful Green Branding, a New Shift in Brand Strategy: Why and how it works

Author

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  • Victor Danciu

Abstract

Outsourcing is rather a new way of doing business and optimising a company's processes. The paper offers an overview of the definitions of the term, which are the benefits and the risks of the choice of outsourcing and how should this decision be made. Using various sources, we tried to create a proper image of this industry and explain what it will be still growing in the future. The study aims to address the global landscape and then focus on Romania's position on the market by using data provided by the National Bank of Romania and the International Monetary Fund, as well as consultancy companies.

Suggested Citation

  • Victor Danciu, 2015. "Successful Green Branding, a New Shift in Brand Strategy: Why and how it works," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 18(56), pages 47-64, June,.
    • Handle: RePEc:rej:journl:v:18:y:2015:i:56:p:47-64
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    File URL: http://www.rejournal.eu/sites/rejournal.versatech.ro/files/articole/2015-06-16/3275/3danciu.pdf
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    Citations

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    Cited by:

    1. Mihai STOICA, 2020. "Green Brand: An Integrated Conceptual Framework," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 117-134, November.
    2. Daniel G. J. Kuchinka & Szilvia Balazs & Marius Dan Gavriletea & Borivoje-Boris Djokic, 2018. "Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty," Sustainability, MDPI, vol. 10(4), pages 1-25, March.
    3. Simphiwe Lincon Hlophe & Debbie Ellis, 2024. "Changing consumer attitudes to make the Corporate Social Responsibility investment in sustainable fish production, a worthwhile investment to corporates," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 344-356, January.
    4. Grubor, Aleksandar & Milovanov, Olja, 2016. "Sustainable Branding," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 408-415, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

    More about this item

    Keywords

    green brand; green branding; green positioning; eco-innovation; green value co-creation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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