Resumen

ALVES DA SILVA, Azenath et al. Inovando a Organização pela estratégia de Marketing VerdeInnovating the Organization for Green Marketing Strategy. Rev. Int. Investig. Cienc. Soc. [online]. 2015, vol.11, n.2, pp.165-178. ISSN 2226-4000.  https://doi.org/10.18004/riics.2015.diciembre.165-178.

The innovation as strategic enables the achievement of competitive advantage in business in a dynamic scenario. Treatment of innovation in this task follows the path of green marketing due of its significance as a competitive differentiator. For the preparation of the task was taken Contingency Theory, which considers the complexities environmental who influences on the process of developing organizational strategies. Have as objectives the identification of environmental factors that influence the decision on green marketing (1), the evaluation of the perception of social actors on environmental variables (2), and analysis of trend in organizational performance through the application of green marketing (3). We used the method of simulated case study, with nature qualitative and descriptive, and a constructive approach, applying procedures common for this methodology, with support from the Focus Group. As a result was identified variables related to competition, economic, political, legal or regulatory forces, technological, sociocultural, buyers, new entrants, suppliers, competitors and substitutes, is evaluated the perception through one analysis and critique of the data obtained from respondents consulted, and was analyzed the applicative of strategic as valid trend in green marketing as competitive advantage.

Palabras clave : Administration; Strategy the Marketing; Dynamics Organizations; Sustainability.

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