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Eco-marketing and the competitive strategy of enterprises – review of the research results of energy companies

Author

Listed:
  • Małgorzata Łęgowik-Małolepsza

    (Częstochowa University of Technology, Poland)

  • Jaroslav Kollmann

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Jaroslav Kollmann

    (University of Žilina, Slovakia)

  • Daniel Chamrada

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Daniel Chamrada

    (University of Žilina, Slovakia)

Abstract

This study examines the significant impact of eco-marketing in the energy sector when environmental sustainability is paramount. By implementing a diagnostic survey approach, we examined the feedback provided by 1025 firms pertaining to eight crucial energy sectors. The results of our research show that incorporating eco-marketing into competitive tactics is acknowledged and has a considerable and varied effect on pricing, sales, and operational expenses. These observations emphasise the dual function of eco-marketing in enhancing industrial competitiveness and promoting sustainability objectives. It provides a strategic framework for energy companies as they shift towards environmentally friendly practices.

Suggested Citation

  • Małgorzata Łęgowik-Małolepsza & Jaroslav Kollmann & Jaroslav Kollmann & Daniel Chamrada & Daniel Chamrada, 2024. "Eco-marketing and the competitive strategy of enterprises – review of the research results of energy companies," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(4), pages 135-153, June.
    • Handle: RePEc:ssi:jouesi:v:11:y:2024:i:4:p:135-153
    DOI: 10.9770/jesi.2024.11.4(9)
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    References listed on IDEAS

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    1. Namita Rajput & Urvashi Sharma & Baljeet Kaur & Prabha Rani & Korakod Tongkachok & Venkata Harshavardhan Reddy Dornadula, 2022. "Current global green marketing standard: changing market and company branding," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 13(1), pages 727-735, March.
    2. Yi Dong, 2023. "Philosophical Research on Enterprise Innovation Ecology Based on a Human–Computer Interaction Mental Model," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Manuela Tvaronavičienė, 2024. "The Transition towards Renewable Energy: The Challenge of Sustainable Resource Management for a Circular Economy," Energies, MDPI, vol. 17(17), pages 1-9, August.

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    More about this item

    Keywords

    eco-marketing; competitive strategies; energy companies; company's costs;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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