Green Marketing & CSR: A Proactive & Innovative Tool to Gain Competitive Excellence

Abstract

This conceptual paper has been designed to discuss the concept of green marketing strategies, and how it could be used as an effective tool for CSR to gain the competitive advantage. It also includes how diffusion of innovation theory can be related to green marketing in a new way. This paper begins with the literature review of corporate social responsibility and green marketing strategies, and value is added to the paper by including the innovation theory to address the gap in the literature. Various strategies that could be adopted by marketers in order to act to the changes in the external environment have also been discussed. Propositions were developed in the current paper to reflect the relationship of green marketing strategies with types of innovations and competitive advantage. In addition, the paper also includes some of the managerial implications which can be used effectively. Managerial recommendations are suggested related to diffusion of innovation characteristics in the study.