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Green marketing in the top publicly traded Australian organizations

Polonsky, Michael Jay, Morrish, Sussie and Miles, Morgan 2009, Green marketing in the top publicly traded Australian organizations, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-8.

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Title Green marketing in the top publicly traded Australian organizations
Author(s) Polonsky, Michael Jay
Morrish, Sussie
Miles, Morgan
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) green
sustainable
environmental
corporate social responsibility
Summary This paper examines the inclusion of sustainability into marketing activities of the top Australian firms. The results found that almost half of organisations (46%) did not integrate sustainability or environmental issues into their mission statement. Of those that did include sustainability in their mission, few then integrated environmental issues into other areas of their activities, as reported on their corporate web sites. This suggests that while sustainability is frequently talked about within organisations as being important, it does not necessarily translate in to a strategic integration across activities. Firms might therefore be using environmental issues tactically, which could unfortunately result in superficial attempts at becoming environmentally sustainable.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1863081585
Language eng
Field of Research 150506 Marketing Theory
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021793

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