التسويق الأخضر كآلية لتحقيق الميزة التنافسية للمؤسسة : عرض تجربة مؤسسة Toyota اليابانية

الملخص EN

The environmental dimension has become an important and decisive competitive tool in the modern business environment, so green marketing is considered as a new source of competitive advantage to achieve precedence over competitors, By providing innovative ideas that serve protection of the environment and strategic objectives of the institution at the same time, Which are embodied in eco-friendly products and distinct from traditional competing products.

In this framework, this study aimed to identify the contributions of green marketing application in achieving the competitive advantage of the company, by introducing the experience of Toyota Corporation, which was the pioneer to apply the concept of green marketing to produce eco-friendly cars, in addition to identify the competitive advantages and profits achieved by Toyota Corporation after applying the concept of green marketing to its products.