Analysis of Factors Impacting on SMEs to Implement Green Marketing Strategy
Small and medium-sized enterprises (SME) must improve the market competition ability by implementing green marketing strategy in production, management and so on, while the whole world is increasingly paying close attention to the environmental protection. But there are many factors influencing on SME to put green marketing into action based on the concrete situations in our country. And it is difficult for SME to do it because there are many interactive relations among the influence factors at the same time. In order to solve it, this paper analyzes the factors influencing SME to put green marketing into action from market, government, business enterprise, customer etc., and research their relations, and unveil more clearly the relations between each pair of factors, quantitatively and qualitatively by DEMATEL approach to find out the key factors and the central issues. It is expected mat the conclusions are scientific decision-making gist for SME to implement green marketing strategy.
Small and Medium-sized Enterprises (SME) Green Marketing DEMATEL approach Sustainable Development
LI Hong-wei TAG Min ZHAO Yan
School of Economic and Management, Shandong University of Science and Technology, P.R.China, 266510
国际会议
2007 International Conference on Dtrategic Management（2007年战略管理国际会议）
成都
英文
1114-1119
2007-04-19（万方平台首次上网日期，不代表论文的发表时间）