The Entrepreneurial Marketing Strategy of Sustainable Building in Greece (Conference presentation)

Papadopoulos, I./ Trigkas, M./ Papadopoulou, A./ Παπαδόπουλος, Ιωάννης/ Τρίγκας, Μάριος/ Παπαδοπούλου, A.

The aim of the research was the identification of the entrepreneurial marketing strategy of the Greek construction sector, regarding the development and supporting of a sustainable building movement, aiming to the enhancement of the sector’s competitiveness and environmental protection. The research was focused on elements such as business resources and capabilities, their competitive advantages, entrepreneurial culture, strategic targets and promotion of products and services and how these factors could determine a sustainable building policy in the sector through the establishment of a cluster. Data were analyzed using SPSSWIN and the relative statistical tests were made. Most enterprises are focused on the development of environmental friendly innovative products, the improvement of products’ quality, their conformation to environmental legislation and the improvement of their business image and the reduction of production cost. Their strategy involves a) the promotion and institutionalization of sustainable building, b) the development of cooperative activities and c) supporting of a sustainable building cluster. The establishment of an effective entrepreneurial marketing strategy for the construction sector is fundamental on a basis of cooperation and synergy creation. This significance is more than ever up -to -date, proving that environmental protection and economic development can constitute the basis of Greece’s economic recovery.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Environmental marketing;Sustainable building;Entrepreneurship;Sustainable development;Clusters;Περιβαντολογικό μάρκετινγκ;Βιώσιμη κατασκευή;Επιχειρηματικότητα;Βιώσιμη ανάπτυξη
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Appears in Collections:ICCMI (2012)

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