중소기업의 그린마케팅과 국제경쟁력 제고 효과 - 수출기업 마케팅전략으로써의 접근을 중심으로

Possible Effects of Small- & Medium-sized Companies" Green Marketing on Their Higher Global Competitiveness - Based on strategic approaches to export business marketing -

&nbsp;&nbsp;Green marketing can be defined as activities available with environmental factors added appropriately to business or conventional marketing activities based on the environment-friendliness of company&quot;s products or social campaigns from ethical perspectives.<BR>&nbsp;&nbsp;As defined above, green marketing has the following 3 intrinsic directions in itself: First, it takes environmental responses as crisis management, which involves efforts to comply with environmental regulations and thereby prevent any moral criticism. Second, it takes environmental responses in the aspect of communication strategy, which is in pursuit of Public Relations(PR) effects for better company image. Third, it takes approaches to environmental issues as new business opportunity, which possibly involves developing effective environmental equipments or technologies and thereby devising new products or services in accordance with exacting environmental standards.<BR>&nbsp;&nbsp;In the first half section hereof, this study introduced a variety of environmental matters including green round and Kyoto protocol in association with overseas export. Next, this study examined which positive effects of green marketing initiated by even small- &amp; medium-sized exporters lacking in management resources may have in overseas marketing from the perspective of business administration. In details, it is found that the green marketing has positive effects such as better compliance with international rules/regulations, better business images, lower risks, lower costs and better business competitiveness.