Column 17 · Stakeholders and Sustainability · Era 4, Orientation and Relationships (1990s)
Enviropreneurial Marketing
Formulation, content · Major · Cluster VI, Context
Description
Menon and Menon defined enviropreneurial marketing as the integration of environmental concerns into marketing strategy through entrepreneurial action at strategic, quasi-strategic, and tactical levels.
Managerial Implications
Environmental objectives can be integrated into marketing strategy as a source of innovation and advantage, not only as compliance. Firms that treat sustainability entrepreneurially find new products, processes, and markets. Managers should ask where environmental performance creates customer value or cost advantage, fund those initiatives as strategy rather than philanthropy, and be prepared to document claims, because greenwashing destroys the trust that sustainability positioning depends on.