Impacts of Corporate Social Responsibility and Green Marketing Strategy on Business Performance: The Moderating Role of Balanced Scorecard

• 영문명: Impacts of Corporate Social Responsibility and Green Marketing Strategy on Business Performance: The Moderating Role of Balanced Scorecard
• 발행기관: 한국유통과학회
• 저자명: It Van NGUYEN Trinh To QUACH Tinh Thi NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.10, 73~83쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

On the underpinning theory of the Resource Based Theory, this research examines the impact of corporate social responsibility and green marketing strategy on business performance with the moderating role balanced scorecard. Corporate social responsibility concentrates on related to government, the environment, customers, and employees. Green marketing strategy concentrates on approaches in terms of green products, green prices, green places, and green promotion. Business performance is measured by groups of indicators financial, and non-financial. The moderating role balanced the scorecard at the financial, customer, process, learning, and growth level. Research results with survey data from 419 managers at different food enterprises in Ho Chi Minh City processed through the structural analysis method, showed that corporate social responsibility has the strongest positive impact on business performance, followed by the green marketing strategy as the second strong positive impact on the business performance and results also showed that the balanced scorecard moderating role increases the level of the strong positive impact of the above relationship. Besides, it also showed the difference in the demographic control variables. Based on the findings, some implications are drawn to help the managers of enterprises improve the moderating role balanced scorecard when implementing corporate social responsibility and green marketing strategies thereby contributing to increasing business performance.

목차

1. Introduction

2. Theoretical Basis and Research Model

3. Research Methods

4. Research Results and Discussion

5. Conclusion and Management Implications

References

키워드

Green Marketing Strategy Business Performance Balanced Scorecard Corporate Social Responsibility