USING CASE METHODS IN THE STUDY OF GREEN MARKETING STRATEGIES OF SMALL AND MEDIUM ENTERPRISES (SMEs): A PROSPECTIVE CASE STUDY DESIGN FOR SMEs IN A NEWLY INDUSTRIALIZED COUNTRY, TURKEY
Journal Title: The Journal of International Social Research - Year 2015, Vol 8, Issue 41
Abstract
The marketing literature lacks qualitative studies that seek to understand emerging concepts. The article provides a prospective case study design in exploring green marketing strategies of SMEs in Turkey with the aim of providing a detailed understanding of green marketing concept. First, green marketing is defined and possible green marketing strategies are identified. Second, case study methodology, challenges and how to achieve validity and reliability are presented. Finally, implications of the case study and conclusion are provided.
Authors and Affiliations
Mertcan TAŞÇIOĞLU
Keywords
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