| Author | Kanokthip Sahasakmontri |
| Call Number | AIT RSPR no. SM-96-42 |
| Subject(s) | Green marketing--Thailand
|
| Note | A research study submitted in partial fulfillment of the requirements for
the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The green challenge become one of the most important events that companies in the Asian
region, including Thailand of course, are now facing. In order to capture customers' emerging
environmental needs and to cope with other competitors more effectively, the green marketing
strategy has been employed by many leading companies in various industries. However, the
implementation of this strategy in Thailand is considered to be in the introduction or growth
stage. Therefore, many companies still hesitate to work on it.
This research study aims to explore the green practices of selected companies operating in
Thailand and to prove that whether the green marketing strategy can be employed as a new
competitive tool in Thailand. Hence, a case study of two leading companies in the green based
cosmetics and toiletries, The Ea1th Care Co., Ltd. (owner of 'The Body Shop' brand) and O.P.
Natural Products Co., Ltd. (owner of the 'Oriental Princess' brand), were conducted. In depth
interviews with both companies, three focus group discussion, and 120 survey questionnaires
were employed as research tools.
Results indicate that both companies are more likely to incorporate all possible activities
into their greening processes. In addition, by being the leaders in implementing the green
marketing strategy, companies can get competitive advantages in terms of good image, positive
customers' attitudes, and brand loyalty. However, green claims will affect customers' decision
criteria only when parity in primary performance, comparing with any other products, is achieved. |
| Year | 1996 |
| 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) | Johri, Lalit M.; |
| Examination Committee(s) | Hertzberg, Ellen ;Sturm, Andreas ; |
| Scholarship Donor(s) | The Government of France ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |