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Journal of the Academy of Marketing Science

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11.07.2016 | Original Empirical Research

The effect of green partnerships on firm value

verfasst von: Anna Sadovnikova, Ashish Pujari

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 2/2017

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Abstract

Many businesses increasingly use strategic partnerships to manage corporate environmental agendas. However, how value is created in green partnerships remains largely unexplored. To address this gap, the authors examine the effects of announcements of green partnerships (marketing versus technology) on shareholder value. It is argued that in green partnerships firms leverage marketing and technology-related capabilities for value-enhancing purposes. The results show that announcements of green marketing partnerships have an immediate positive and significant effect on shareholder value, whereas announcements of green technology partnerships produce an immediate negative and significant effect. Nevertheless, green technology partnerships can accrue positive returns, but over a longer-term (1 year) period. In “dirtier” industries, it is more difficult to generate positive returns to green partnerships. Counterintuitively, though, in high-polluting industries, firms having a history of positive environmental performance experience lower financial gains from announcements of green partnerships than firms that were less environmentally responsible in the past.

Vorheriger Artikel The trajectory of customer loyalty: an empirical test of Dick and Basu’s loyalty framework

Nächster Artikel Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects

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We are grateful to an anonymous reviewer for this insight.

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Titel: The effect of green partnerships on firm value
verfasst von: Anna Sadovnikova
Ashish Pujari
Publikationsdatum: 11.07.2016
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 2/2017
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-016-0490-9

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