Jorge Matute

Green marketing strategy and the firm's performance: the moderating role of environmental culture

Following the natural-resource-based view of the company, this study analyses how green marketing strategy influences different dimensions of organizational performance. In this task, it also studies how the integration of the environmental values within the firms internal culture determines the effect of green strategies on performance. To meet these aims, the present research collects data from 361 manufacturing firms of a European country. Structural equation modelling with EQS software was the method applied to analyse the information. The findings indicate that green marketing strategy led firms to improve their profitability by optimizing marketing performance and reducing costs. However, dimensions of organizational results, like process performance, are not positively related to economic success. They also reveal that environmentally oriented firms are more likely to achieve a superior operational and marketing performance from environmental practices.

Green marketing in B2B organisations: an empirical analysis from the natural‐resource‐based view of the firm

Purpose – Following the natural resource based view of the firm, this paper seeks to analyse the influence of a green marketing strategy on the performance of business‐to‐business organisations. Also, it aims to explore the role of organisational resources as drivers of proactive environmental management.Design/methodology/approach – A model based on structural equations with partial least squares analysis is used to test the hypotheses. This model was tested on a sample of 181 industrial organisations.Findings – The findings confirm that managers indirectly play a key role in the design and development of green marketing strategies through the integration of environmental values into the organisational culture. They also reveal that, while market‐oriented practices directly determine economic performance, internally oriented activities indirectly influence financial results through the improvement of the firms environmental performance.Research limitations/implications – This research partially integrat...

The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness

Purpose With the expansion of internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. The purpose of this paper is to explore the characteristics of consumers’ reviews (electronic word-of-mouth quantity, credibility and quality) as antecedents of customers’ online repurchase intentions. Specially, it proposes a model where trust on an online seller and perceived usefulness of a website mediate the influence of electronic word-of-mouth (EWOM) characteristics on repurchase intentions. Design/methodology/approach Structural equation modeling was employed on a sample of 252 online customers. An online questionnaire was aimed at internet users who had previously made an online purchase and read online reviews received from the vendor’s website. Findings Results show that only EWOM quality has a positive direct effect on consumers’ repurchase intention while quantity has a negative influence. Perceived usefulness mediates the influence of all EWOM characteristics on online repurchase intention. EWOM credibility and quality also indirectly influence repurchase intentions through trust on the online vendor. Practical implications This paper outlines ways to improve managerial implications by developing mobile applications or websites where the reviews have an appropriate volume and quality of information. Moreover, it suggests general advice to present online reviews in a useful manner to users who visit these websites. Originality/value This study is one of the first to propose an integrative model that studies in depth the three main EWOM characteristics and customer responses for understanding their repurchase behavior.

Corporate identity management and employees’ responses

Abstract Main goals in this study are to analyse the effects of corporate identity management (CIM) on the employees’ responses, and the moderating effects of two employee personality traits: proactive personality and resistance to change. Two hundred and ninety-three branch managers in the banking sector in Spain participated in the study, and their responses were analysed through structural equation modelling. Results show that organizational identification is a key variable to explain the CIM effects on employees’ responses. Moreover, employees’ proactive personality and resistance to change exert a moderating influence on the way identification leads to extra-role behaviours. Human resource practices should take into account that proactive employees are more prone to externalize their identification by spreading positive WOM. Besides, identification with the organization will lead to loyalty, especially in employees with low resistance to change.