Green Marketing and Management in Emerging Markets: The Crucial Role of People Management in Successful Implementation (Palgrave Studies of Marketing in Emerging Economies)

Preface
Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Introducing Green Marketing, Green Business Practices and People Management
	Chapter 1: Introduction: Green Marketing and Management in Emerging Markets—Achieving Success Through People
		Introduction
		Green Marketing and Management Through People, in Emerging Markets
		Structure of the Book
		Conclusion
		References
	Chapter 2: Green Business Practices in Emerging Economies
		Introduction
		Conceptualising Green Business Practices in Emerging Economies
		Examining the Level of Receptivity and Progress with Green Business Practices in Emerging Economies
		Discussion and Lessons for Emerging Economies
		Conclusion
		References
	Chapter 3: Green Human Resources Management as an Innovation Mechanism
		Introduction
		The Factors Determining the Adoption of Environmentally Friendly Business Practices
		Understanding the Concept of Green in HRM Practice
		Outcomes of the Adoption of GHRM Practices
		Strategic Green HRM
		Contemporary Green HR Practices in Developed and Emerging Economies: The Difficulties in Implementing Green HRM Initiatives into the Future
		Conclusion and Recommendations for Emerging Markets
		References
Part II: Green Marketing and Green Leadership
	Chapter 4: Green Marketing and Social Practices: Managing People as Carriers of Sustainability Practices
		Introduction
		Green Marketing, Sustainable Consumption and Emerging Economies
		Theories of Social Practice in Organisational Studies: Untangling the Bundles of Day-to-Day Activities
		Green Marketing in Emerging Markets: Managing People by Intervening in Social Practices
		Concluding Remarks
		References
	Chapter 5: Driving Green Marketing in Emerging Markets Through Green Leadership
		Introduction
		Green Marketing, Approaches to Green Marketing, and Green Behaviour
			Approaches to Green Marketing
			Green Behaviour
		Green Leadership Development and Practice
		Challenges in Implementing Green Marketing in Emerging Markets
		Recommendations
		Conclusion
		References
	Chapter 6: Green Leadership Approaches and Motivations for Green Practice Implementation Among Marketing Firms in China
		Introduction
		Green Motivation in the Chinese Context
		Case Method and Case Selection
		Data Collection and Analysis
		Results
		Green Approach
		The People Element in the Greening Operation
		Implication and Discussion
		Recommendations
		Conclusion
		References
	Chapter 7: Green Marketing Planning in an Emerging Market Context: A People Perspective
		Introduction
		Green-Marketing Strategy
		Green-Marketing Planning
			Step 1: Develop a Corporate Environmental Policy
			Step 2: Build Environmental-Conscious Leaders
			Step 3: Develop Internal Environmental Advocates
			Step 4: Train and Educate Employees
			Step 5: Understand the Consumers’ Needs and Government Regulations
			Step 6: Develop a Green-Marketing Environmental Action Plan
			Step 7: Engage All Departments in Responding to Environmental Needs
			Step 8: Allocate Adequate Resources
			Step 9: Communicate to Customers Through Effective Advertising
			Step 10: Monitor Customer Response
		Green-Marketing Planning in an Emerging Market
		People in Green-Marketing Planning
		Recommendations
		Conclusion
		References
Part III: Green Competencies, Potentials and Engagement in Emerging Markets
	Chapter 8: Competencies for Green Marketing Success in Emerging Markets
		Introduction
		Green Competence
			Green Knowledge
			Green Skills
			Green Abilities
			Green Attitudes
			Green Behaviour
			Green Awareness
		Competency of Thinking Towards Green Marketing Success
			Life Cycle Thinking
			Design Thinking
			Creative and Innovative Thinking
			Integrative Thinking and Practice
		Engaging Employee Competency in Corporate Activities for Green Marketing Success in an Emerging Market
		Conclusion and Recommendations
		References
	Chapter 9: Harnessing the Potentials of Generation Green for Green Marketing Success in Africa’s Emerging Economies
		Introduction
		Generation Green (Green Workforce and Consumer)
		Green Marketing
		Generation Green and Innovation in Africa’s Emerging Economies
		Harnessing the Potentials of the Generation Green in Africa’s Emerging Economies
			Generation Green as Employees
				Reduce the Cost Associated with Green Training and Development
				Utilise Digital Skills to Drive Sustainable Practices
				Respond to Change
				Initiate Innovative Ideas to Meet the Need of the Market
				Understand the Market Dynamics
			Generation Green as Consumers
				They Are Interested in Product Attributes
				They Are Responsive to Price and Business Image
				They Are Rational and Self-Oriented Towards Green Products
				They Demand Effective Communication on the Benefits of Green Products
				Conscious Green Marketing Strategy Promotes Purchase
		Recommendations for Green Marketing Success in Africa’s Emerging Economies
		Conclusion
		References
	Chapter 10: Green People Management, Internal Communications and Employee Engagement
		Introduction
		The Concept of Green People Management
		Green Employee Engagement
		The Underpinning Drivers of Green People Management in Emerging Markets
		Positioning Green HRM to Promote Employee Engagement and Internal Communications
		Internal Communications: A Shared Responsibility
		Discussion of Future Green People Management Pathways and Recommendation for Emerging Markets
		Conclusion
		References
Part IV: Conclusion and Recommendations
	Chapter 11: Conclusion and Implications for Theoretical Adoption, Policy Formulation and Managerial Decision-Making in Emerging Markets
		Introduction
		Summary of the Findings
		Implications for Theory Adoption
		The Implication for Policy Formulation in Emerging Markets
		Implications for Management Decision-Making
		Conclusion
		References
Index