Abstract

URIBE-SALDARRIAGA, Carlos Mario. Green marketing of a golden company. estud.gerenc. [online]. 2014, vol.30, n.130, pp.95-100. ISSN 0123-5923.

The case presents a marketing campaign directed by Ecopetrol between 2009 and 2012. It is about the introduction of the ultra low content of sulfur diesel fuel to the Colombian market under the name of clean diesel. There are two points of view that the case proposes, first of all, the positioning of Ecopetrol as one of the most recognized Colombian companies because of its financial results as well as their activities at the corporate social responsibility field. The second is related to the requirements demanded in developed countries to the environmental marketing, in particular with regard to green washing, but taking into account that Ecopetrol operates in a developing country context, which has incipient stakeholders knowledge about environmental issues.

Keywords : Corporate social responsibility; Green marketing; Clean diesel; Green washing; Ecopetrol.

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