| Author | Phattaraphon Phongchartwut |
| Call Number | AIT RSPR no.SM-12-06 |
| Subject(s) | Green marketing--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-12-06 |
| Abstract | "Go ing Green" is the highly popular trend of business in present owing to the rapidly change of environment around the world that almost countries begin to do many things so as to protect the earth by a movement in several activities, for example, 60 Earth Hour, a global event organized by WWF invite people turn off the non - essential lights and other electrical appliances for 60 minutes to rest the earth making people turn to be an eco - friendly. Many companies launch a campaign of green in order to be a good fir m’s image and aspire to add value of their brand that may affect to their price and position in the market. Our finding uses an experimental questionnaire - based survey to examine consumers’ response toward green strategy in both green product and green cam paign and compare the effectiveness by procedures. Moreover, we explore how the green strategy enhances firm’s core competency. |
| Year | 2012 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-12-06 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Zee, Rian Beise; |
| Examination Committee(s) | Ferguson, David;Sununta Siengthai; |
| Scholarship Donor(s) | Thailand (HM King); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2012 |