African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4194

Full Length Research Paper

A study of building the crisis prevention model for the innovation development of green marketing: A case of the automotive industry

Chia-Hsiang Hsieh1 Mou-Yuan Liao2* Chih-Hung Tsai3, Hsiao-Ling Huang4 and Nien-Tsu Chung5
1Department of International Marketing, Kainan University, No. 1, Kainan Road, Luzhu Shiang, Taoyuan 33857, Taiwan. 2*Department of Business Administration Yuanpei University No. 306, Yuanpei Street, Hsin-Chu, Taiwan. 3Department of Information Management, Yuanpei University, No. 306, Yuanpei Street, Hsin-Chu, Taiwan. 4Department of Healthcare Management, Yuanpei University, No. 306, Yuanpei Street, Hsin-Chu, Taiwan. 5Insititute of Operation Management, Kao-yuan University of Technology, No. 1821, Jhongshan Rd., Lujhu Township, Kaohsiung County 821, Taiwan.
Email: [email protected]

  •  Accepted: 10 October 2011
  •  Published: 22 February 2012

Abstract

For sustainable operation, business circle not only attaches importance to cultivating external competitiveness, but also values innovation of green technology gradually. Green technology brings along the industries, it enables enterprises toward sustainable development when making the best use of innovative technology. This study aimed to build a crisis prevention model for the innovation development of green marketing. It first explored the theoretical foundations in literature for green marketing, innovation management and crisis management, and developed the expert questionnaire with five major dimensions of 22 projects to detect risk factors. The factors were analyzed and discussed with analytic hierarchy process (AHP), one-way ANOVA, and Pearson product-moment correlation analysis. It also identified the risks and problems implied by crisis factors, so as to build a crisis prevention model for the innovation development of green marketing, clarify the findings by importing expert interview, and develop crisis management strategy for innovation development of green marketing effectively.

 

Key words: Green marketing, innovation management, crisis management.

Copyright © 2024 Author(s) retain the copyright of this article.

This article is published under the terms of the Creative Commons Attribution License 4.0

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