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Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd

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Main Authors: Boon Cheong Chew, Syaiful Rizal, Hamid, Rosbadiah, Mohd Nawi, Hafizzudin, Muzaimi
Format: Article
Language:English
Published: School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP) 2017
Subjects:
Green Marketing Strategy
Green Corporate Image
Green awareness
Automotive industry
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/49181
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spelling my.unimap-491812018-07-24T02:53:05Z Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd Boon Cheong Chew Syaiful Rizal, Hamid Rosbadiah, Mohd Nawi Hafizzudin, Muzaimi Green Marketing Strategy Green Corporate Image Green awareness Automotive industry Link to publisher's homepage at http://ijbt.unimap.edu.my In this era of high green-awareness, people become more concern on environmental products or services issues. Green or environmental marketing is about the product modification, changes to production process or packaging process and modifying advertising. Therefore, strategic green marketing is very important in order to enhance the corporate green image. In this case study, UMW Toyota Motor Sdn. Bhd. was selected among the automobile industry to investigate the capability of the company in implementing the green marketing strategy to enhance the green corporate image. The research will involve the application of several marketing strategy. A series of interview conducted to collect respondents answer while the data collected was analyzed quantitatively and qualitatively. As a conclusion, UMW Toyota Motor Sdn. Bhd. has enhanced their green corporate image through the implementation of green marketing strategy in the aspect of product strategy, place strategy, price strategy and promotion strategy to ensure that the objectives on enhancing the green corporate image can be achieved. 2017-07-26T04:32:56Z 2017-07-26T04:32:56Z 2016-06 Article International Journal of Business and Technopreneurship, vol.6(2), 2016, pages 167-188 2231-7090 2232-1543 (online) http://dspace.unimap.edu.my:80/xmlui/handle/123456789/49181 en School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Green Marketing Strategy
Green Corporate Image
Green awareness
Automotive industry
spellingShingle Green Marketing Strategy
Green Corporate Image
Green awareness
Automotive industry
Boon Cheong Chew
Syaiful Rizal, Hamid
Rosbadiah, Mohd Nawi
Hafizzudin, Muzaimi
Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd
description Link to publisher's homepage at http://ijbt.unimap.edu.my
format Article
author Boon Cheong Chew
Syaiful Rizal, Hamid
Rosbadiah, Mohd Nawi
Hafizzudin, Muzaimi
author_facet Boon Cheong Chew
Syaiful Rizal, Hamid
Rosbadiah, Mohd Nawi
Hafizzudin, Muzaimi
author_sort Boon Cheong Chew
title Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd
title_short Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd
title_full Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd
title_fullStr Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd
title_full_unstemmed Green Marketing Strategy to Enhance Corporate Image: Case Study in Umw Toyota Motor Sdn Bhd
title_sort green marketing strategy to enhance corporate image: case study in umw toyota motor sdn bhd
publisher School of Business Innovation and Technopreneurship, Universiti Malaysia Perlis (UniMAP)
publishDate 2017
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/49181
_version_ 1643804051343671296
score 13.222552

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