MARKETING DISSERTATION ON GREEN MARKETING - "GREEN MARKETING AS AN INNOVATIVE MARKETING STRATEGY FOR CREATING ENTRY BARRIERS" - ABSTRACT AND TABLE OF CONTENTS

MARKETING DISSERTATION TITLE:

GREEN MARKETING AS AN INNOVATIVE MARKETING STRATEGY FOR CREATING ENTRY BARRIERS

ABSTRACT

Title: Green marketing as an innovative marketing strategy for creating entry barriers by MNCs

Background: Sustainability has become of higher importance for multinational companies since the beginning of the 21st century around the globe. For managing this sustainability one important tool is green marketing; this is an approach by adopting which organizations seek competitive advantage. However, is it likely that companies deploy green marketing as an innovative strategy to make it tough for new companies to make a market entry?

Purpose: The main and core purpose of this research work is to find out and evaluate how companies use/can use green marketing as an innovative marketing strategy to create entry barriers for new entrants.

Delimitations: This research is delimited to find out and evaluate the work of creating entry barriers by using green marketing, not to find out the degree of the impact of green marketing or those barriers on companies or industry. Furthermore in this research the empirical research only consists of companies from the UK market.

Method: a quantitative approach was used and an electronic questionnaire was conducted.

Conclusion: For well recognized companies to protect their market share and market position in the market it is crucial to not only focus on the competencies but also needs to create entry barriers, which can also be done through green marketing. Further, green companies will be able to create a wide spectrum of barriers for new entrants; making them difficult to enter the market.

Suggestions for further research: The further step that needs to be taken in area of “green marketing as an innovative marketing strategy to create entry barrier” is to evaluate the possible impact of these barriers that are examined in this research on companies. It is also essential to do research particularly industry specific researches for finding out if some barriers are more imperative for definite industries in specific locations.

Keywords: environmental commitment, sustainability, green marketing, entry barriers, green entry barriers, strategic barriers to entry, and structural barriers to entry.

TABLE OF CONTENTS

CHAPTER ONE - INTRODUCTION.. 5

1.0.       INTRODUCTION.. 5

1.1. BACKGROUND.. 5

1.2. DISCUSSION ABOUT THE PROBLEM... 7

1.3. THE PURPOSE OF THE RESEARCH.. 9

1.4. RESEARCH DELIMITATION.. 9

CHAPTER TWO – LITERATURE REVIEW... 10

2.0. INTRODUCTION.. 10

2.1. CONCEPT OF GREEN MARKETING.. 10

2.2. ENTRY BARRIERS. 12

2.2.1. BARRIERS - STRUCTURAL. 14

2.2.2. BARRIERS - STRATEGIC. 19

2.2.3. STRUCTURAL AND STRATEGIC ENTRY BARRIERS AND THEIR RELATIONSHIP. 22

2.3. STATE OF ART. 22

2.4. RESEARCH QUESTION.. 23

CHAPTER THREE – RESEARCH METHODOLOGY. 24

3.0. INTRODUCTION.. 24

3.1. DESIGN OF RESEARCH.. 24

3.2. RESEARCH POPULATION AND RESEARCH SAMPLE: 25

3.2.1. SAMPLING METHODS: (NON PROBABILITY & PROBABILITY). 26

3.3. OPERATIONALIZATION RESEARCH METHODOLOGY. 26

3.4. ANALYSIS OF THE NON- RESPONSES. 32

CHAPTER FOUR - EMPIRICAL RESULTS. 35

4.1. INTRODUCTION.. 35

4.1. THE STRUCTURAL BARRIERS: 35

4.2. STRATEGIC BARRIERS. 38

4.3. EMPIRICAL RELATION BETWEEN THE STRATEGIC AND THE STRUCTURAL ENTRY BARRIERS: 41

CHAPTER FIVE – ANALYSIS. 44

5.0. INTRODUCTION.. 44

5.1. ENTRY BARRIERS- CLASSES. 45

5.2 THE POTENTIAL OF BARRIERS TO ENTRY. 54

CHAPTER SIX - CONCLUSION AND LIMITATIONS. 55

6.0. INTRODUCTION.. 55

6.1. CONCLUSION.. 55

6.2 LIMITATIONS. 56

CHAPTER SEVEN - SUGGESTIONS. 58

7.0. INTRODUCTION.. 58

7.1. IMPLICATIONS FOR FUTURE. 58

REFERENCES. 60