A research on a successful marketing strategy and plan inresponse to the emergence of eco-friendly paradigm
Due to rapid industrialization, in recent years, environmental problems early enough on the level of the threat to the future of humanity are not a concern only in one particular region but emerging one of the most significant issues as a social problem across the world. With the upcoming competition in society, contributions and moral ethics of an organization to environmental problems may determine the degree of how far a firm is able to continue gaining competitive advantages. In the pursuit of change of management-circumstances, it has been, continuously, emphasized with strong arguments that not only financial interests or economic performance in the market as a traditional business goal but also an ethical implementation of an organization based on social value should be participated in the core of business activities. In other words, the marketing strategy which is interdependent between human beings and nature has been recently more highlighted than ever; as a result of the social needs, Eco-friendly marketing has appeared. Yet, the majority of South Korea’s companies or organizations have made a slight change for the product-characteristic and exposed positive corporate images on advertising as the only tool of publicity which aims to deliver we are an ethical company as well as pursuing Eco-friendly. Additionally, these passive measures to justify the Eco-friendly marketing are also prevalent. Eco-friendly marketing in the true sense is, however, with a strong belief, a firm under the integration of environmental management systems is to consider corporate deployments of marketing mix with the enterprise value based on environmental issues; at the same time, an organization is to make a qualitative improvement exerting all possible efforts in order to obtain all the means in two parts of both the organization’s profit and the realization of social value in a comprehensive perspective.
For above purpose, this essay aims, therefore, to identify Eco-friendly marketing strategies of the companies in South Korea in relation to the problems and limitations through comparative studies; furthermore, it is to lead strategic improvements more effective for a successful Eco-friendly marketing, which is able to benefit positively for all the enterprise, consumer, and society.
For the first goal of this research, it will draw a comprehensive analysis and theoretical background for a successful Eco-friendly management system through a literature review; next, there will be an argument proceeding case studies about Eco-friendly marketing practices of major companies and policies between South Korea and the UK, which can be seen as a relatively advanced country in terms of Eco-friendly marketing. Finally, as based on the proposed above, the argument will address the effective response to the conclusions for successful Eco-friendly marketing and business.
To summarize the contents of the order, in the first place, it is needed to have the ability to actively respond to the organizational requirements necessary with a deeper understanding and perspective about the seriousness of domestic and international environmental problems. Secondly, reconsideration in relation to awareness of environmental issues for all members including executives is required in order to achieve Eco-friendly corporate culture which is integrated; plus, it is essential for a firm to actively pursue transformation as a suitable management system for response to environmental problems. As the third, a firm should work effectively to promote awareness of environmental issues and social responsibilities through reassessing the existing overall factors of organizations` functions; in addition, it is also necessary to continue not only to establish organizations dedicated to ethical issues to cope with strategic Eco-friendly marketing that is possible to progressively join changes of major industries in the future but also to research and develop relevant business activities. Finally, it is requested a process for companies to need conversion from about certification of standard such as ISO to the ultimate goal of the Eco-friendly marketing in that our societies seek after an environmental management system, which is based on not the acquisition of authentication but a more fundamental standard and both social and ethical corporate responsibilities.
In conclusion, companies and organizations must have a depth understanding of the Eco-friendly marketing to improve the quality of life and our own survival, and it is needless to say for enterprises should eagerly be participating in research for the effective marketing strategies related to a new wave of Eco-friendly paradigm.
1. Introduction
1.1The purpose of the research
It is no exaggeration to say a society is ruled by the logic of the environment in the 21st century. Since the 18th century industrial revolution, human beings have benefited of the richness due to the mass production and mass consumption, having a continuous growth with a progress of industrialization, industrial technology, and advanced material. However, these types of economic activities based on material growth causes serious global environmental issues such as destroy of the ozone layer, global warming, acid rain, waste disposal and so on because of the destruction of public goods that is the environment; furthermore, the level of the contamination threats the survival of mankind. Since 1970s, the world’s environmental problems have started to spread out towards the awareness of environment conservation, and in recent years the need of environmental management emerges as a new measure including international agreements and the Green Round, which is to urge connection between environmental problems and international trade.
Because of the seriousness of these environmental issues, the paradigm which is environmentally sustainable and sound for the 21st century led to a new international economic order occurred. Therefore, each business organization should recognize a bunch of issues about environment as a member of the community, the national society, and the international community in that the issue is no longer the problem of individual countries but rather the common problem of humanity. That is, it means that there is no exception across the world. Additionally, enterprises became unable to walk away from the strategic perspective in the event that the more our societies have increasing influence to the attention called environmentalism and consumerism, the more business sectors should concentrate on social responsibilities as well as ethical aspects. From this situation above, Eco-friendly marketing is emerging as a key role in business implementation plans. In other words, what is called Eco-friendly marketing does not fully separate environmental issues from the economic goals; on the basic principles above, it is meant that a firm may have to focus even on not only its business vision under the objectives such as the profit of outcome, market share, and product-development projects but also its social vision for example: the community interest, the preservation of the natural environment, and the formation of corporate culture. Thus, Eco-friendly marketing can be defined as a marketing strategy which is to develop an increase of attention to the interdependence among human and human, human and social, and human and natural environment.
It has often, however, been argued that Eco-friendly marketing can be shown a direct effect when a company under the company’s long-term goals performs Eco-friendly management in the process of all marketing decisions, turning around into the overall environmental management structure. In this regard, this essay, for this reason, begins with the idea that what the cause of the mistake in terms of the majority of companies are taking a wrong place in the Eco-friendly marketing; plus, it is necessary to point out what the true meaning of Eco-friendly marketing is.
Although awareness of both companies and consumers about the environment is very different from the past and both of them recognize with depth of understanding about there is a need for a new marketing strategy, the reason it is hard to find a case of company in the true meaning of success in performing the Eco-friendly marketing is that the history of academic theory and strategies in response to environmental issues is not so long; thus, there have been lack of relevant academic frameworks. Also, because of wrong recognition widespread¸ Eco-friendly marketing is passively considered as one of the way to make profit rather than social responsibility.
In this paper, therefore, there will be an argument about theoretical aspects of Eco-friendly marketing as the emerging factor of threats as well as opportunities in the modern world Eco-friendly marketing based on the previous research; then, it aims to provide the cases of companies comparing the status in the performance of Eco- friendly marketing between South Korea and the UK in order to suggest accurate directions which can lead to sustainable development and to be performed effectively.
1.2 Research methods
In the middle of developing worldwide standard such as ISO Series for environmental management and Global Reporting Initiative guideline, companies should not only adopt these global standards but also precede a correct understanding of environmental conservation activities of corporations in some countries while in international trade or direct investment. In addition, there is more attention now in the world than ever before in terms of a successful case of the company’s environmental conservation activities beyond national boundaries; furthermore, it is necessary to know the trends related to the reform of countries` institutional background and surroundings of the company in order to grasp why a company in a certain country is attracting attention as a success story and how the successful cases are able to apply for a particular organization.
This research is primarily concerned with the theoretical background and important factors to learn about Eco-friendly marketing on the basis of existing literature, and it will be also considered theoretical background relating to environmental management as the foundation to achieve effective performance for Eco-friendly marketing. Finally, through a comparative case study including the internal and external activities of the environment management, this essay aims to examine both practical efforts and institutional structure for the background of the corporations in the UK called an advanced country related to Eco-friendly marketing activities; at the same time, there will be a suggestion to improve understanding of the situation and problems in relation to current eco-friendly marketing of South Korean companies with the right direction.