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EFFECTS ON
NEW PRODUCTPERFORMANCE
AND MARKET SHARE
Environmental Marketing Strategy
And Firm Performance :
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Effects on New product
Performance and Market Share
Environmental Marketing Strategy
INDEX
1 Introduction
2 Conceptual model and hypotheses
3 Method
4 Result
5 Conclusion and Discussion
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Introduction
Key Words
Definition of “Environment”
Influence of enviropreneurial marketing
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Introduction
Environment as Opportunity
Environment as
Commitment
Environment as Righteousness
Enviropreneurial
Marketing
Change in Market Share
Change in Market Share
Market Tubulence
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Introduction
Historically
Environment
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Introduction
Present
It ignores issues …(생략)
(1) While the majority of performance measures are subjective (self-report), research suggests that subjective perceptions are highly correlated with objective measures such as return on investment (ROI) and sales growth. (Dess and Robinson 1984; Han, Kim and Srivastava 1998)
(2) Performance is a multifaceted concept that includes dimensions of effectiveness, efficiency, and adaptability. (Walker and Ruekert 1987)
(3) Performance measures that reflect effectiveness (as opposed to adaptability or efficiency) are likely to be most useful to managers.
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hile the majority of performance measures are subjective (self-report), research suggests that subjective perceptions are highly correlated with objective measures such as return on investment (ROI) and sales growth. (Dess and Robinson 1984; Han, Kim and Srivastava 1998)
Hypothesis
Themes
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(2) Performance is a multifaceted concept that includes dimensions of effectiveness, efficiency, and adaptability. (Walker and Ruekert 1987)
(3) Performance measures that reflect effectiveness (as opposed to adaptability or efficiency) are likely to be most useful to managers.
Hypothesis
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EM (a resource) is directly and positively related to the firm’s new product success (a capability) in its principal market segment.
Hypothesis
Hypothesis 1
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Hypothesis
Hypothesis 2
New product success (a capability) is directly and positively related to changes in market share (an indicator of competitive advantage) in the firm’s principal market segment.
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