Competencies for Green Marketing Success in Emerging Markets

Kinoti MW, Meru AK. "Competencies for Green Marketing Success in Emerging Markets.". In: Green Marketing and Management in Emerging Markets. Palgrave Macmillan, Cham; 2021.


This chapter addresses the critical competencies that provide the requisite skills and knowledge for championing the development and growth of green marketing in emerging markets. The link between environmental responsibility, social change and sustainable business practices has been the concern for practitioners and environmentalist for the past couple of decades in developed countries, and multi-agency teams have been deployed to address emerging issues if any. Besides, deployment of highly focused and committed environmental conscious personnel, there has been a tremendous improvement of innovative manufacturing processes and efficient technologies, leading to successful green marketing systems and programmes. Though, efforts are bearing fruits in emerging markets, on account of countries affiliation to global agencies, such as United Nations Environmental Programme (UNEP) and many others, more need to be done to isolate key soft and hard competencies required to cascade global green marketing solutions to local firms. The chapter illustrates that green competencies, green thinking and rightful employee engagement foster green marketing activities in emerging markets.

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