Green Marketing Practices: Gaining Competitive Edge

The fundamental basis of long-run success of a firm is the achievement and maintenance of a competitive advantage. Indeed, understanding which resources and firms behavior lead to competitive advantage is considered to be the fundamental issue in marketing strategy. A competitive advantage can result either from implementing a green marketing not simultaneously being employed by current or prospective competitors or through superior execution of the same strategy as competitors. The competitive advantage is sustained when other firms are unable to duplicate the benefit of this strategy. Because of its importance to the long term success of firms, a body of literature has emerged which addressed the content of competitive advantage as well as it sources and practices that may used to achieve it. The purpose of this study is to trace the green marketing practices and how it has been applied to gain competitive advantages.