Resumen

ZWERG-VILLEGAS, Anne Marie. Corporate environmental orientation: Conceptualization and the case of Andean exporters. Pensam. gest. [online]. 2011, n.30, pp.125-149. ISSN 1657-6276.

As more consumers, firms, and governments become aware of environmental degradation and take measures to abate their negative contribution, green practices will play a more prominent role in corporate management. This paper conducts a literature review of firm greening modes, the proposed benefits of firm greening, implementation approaches, and green marketing in order to propose a framework for analyzing firm greening in the international arena, paying particular attention to behavior within developing countries. A survey administered to general managers of three hundred and seventeen small and medium sized Colombian, Ecuadorian, and Venezuelan firms determines the managerial perceptions of greening activities in Andean firms. Though Andean managers are environmentally aware, they do not conduct adequate levels of measurement, auditing, and reporting. Also, the concept of stakeholders and peer corporations may limit Andean firms responsiveness.

Palabras clave : Greening marketing; corporate environmental responsibility; Andean countries..

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