The Interplay of Strategic and Green Marketing Orientation on Competitive Advantage

The purpose of this study was to investigate the interaction between strategic green marketing orientation and internal green marketing on competitive advantage in Barij Essence. This research is a descriptive survey in terms of purpose and its method. The statistical population of the study consisted of all the staff of Barij Esen Company in 1397, which was 551 according to Cochran's formula. Simple random sampling method was used for sampling. Data gathering tool was a questionnaire developed by a local researcher containing 37 questions. The items were based on a five-point Likert scale. Formal validity was approved by a number of respondents and content validity was confirmed by a number of experts. Cronbach's alpha coefficient was calculated using Smart PLS software, which was calculated above 0.7 to assess validity and reliability. The results show that the positive effect of strategic green marketing orientation on competitive advantage is higher when the tendency to internal green marketing is higher. Also, corporate social responsibility and stakeholder environmental pressures affect the orientation towards strategic green marketing. The trend towards strategic green marketing has a positive effect on competitive advantage and also has a positive effect on financial performance through competitive advantage. The limitation of the research is the use of questionnaires and data collection in a period of time. Research innovation has been in research variables that have paid enough attention to the role of strategic green marketing and internal green marketing with employee targeting. In general, it provided strategies to managers of organizations to improve the effectiveness of green strategic marketing and individuals, which creates a competitive advantage, which in turn increases financial performance and thus provides the exchange of tacit knowledge.