Don’t Copy off Your Neighbor: Examining the Role of Fit and Green Marketing Strategies

Abstract
The evolution of the marketing perspective made it essential for firms wanting to differentiate themselves in the marketplace to offer a unique product. Whereas simply producing a quality made product sufficed in the past, consumers’ are increasingly clamoring for products with social or environmental appeal (Handelman and Arnold 1999). As such, firms are engaging in corporate social responsibility (CSR) strategies at an increasing rate. In...
Paper Details
Title
Don’t Copy off Your Neighbor: Examining the Role of Fit and Green Marketing Strategies
Published Date
Jan 1, 2015
Pages
40 - 43
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