![[환경마케팅] Effects on New Product Performance and Market Share(영문)-1](http://images.happyhaksul.com/thumb/485/484229-0001.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-2](http://images.happyhaksul.com/thumb/485/484229-0002.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-3](http://images.happyhaksul.com/thumb/485/484229-0003.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-4](http://images.happyhaksul.com/thumb/485/484229-0004.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-5](http://images.happyhaksul.com/thumb/485/484229-0005.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-6](http://images.happyhaksul.com/thumb/485/484229-0006.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-7](http://images.happyhaksul.com/thumb/485/484229-0007.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-8](http://images.happyhaksul.com/thumb/485/484229-0008.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-9](http://images.happyhaksul.com/thumb/485/484229-0009.gif)
![[환경마케팅] Effects on New Product Performance and Market Share(영문)-10](http://images.happyhaksul.com/thumb/485/484229-0010.gif)
분야
hwpEnviropreneurial Marketing
Corporate Environmentalism, Environmental Orientation, and Environmental Strategy
CONCEPTUAL MODEL AND HYPOTHESES
-METHOD
Sampling Frame and Mailing Procedure
-Measures
Enviropreneurial marketing
Performance measures
Market turbulence
Industry covariates.
-RESULT
Measure Validation
Tests of Hypotheses
DISCUSSION
METHOD
Sampling Frame and Mailing Procedure
Data for the study come from a direct mail survey of top marketing executives drawn from a nationwide sample of manufacturing and service organizations. The mailing list of 2,000 companies was acquired from Dun & Bradstreet.
The sample was randomly drawn. Half of the sample was specified to be firms with more than $500 million in annual revenue and half of the sample was specified to be original equipment manufacturers.
Following the procedure, the direct mail questionnaire was sent to the sample of companies in three waves. The second and third mailings were sent only to firms who had not yet responded. Each wave contained a copy of the questionnaire and modified cover letter. No explicit incentives were provided. In addition to returned questionnaires due to faulty addresses, follow-up phone calls were conducted to assess non-response. Results indicated that 20 percent of the questionnaires did not reach their intended respondents. The resulting pool of 243 completed questionnaires represented an effective response rate of 15.1 percent. Of the responses, 47.2 percent were original equipment manufacturers and 40.7 percent had annual revenue exceeding $500million.
Measures
While many of our measures have been used in prior research, the core element of this study (EM) is a new construct. Fortunately, much groundwork for the
operationalization of the construct has been. This groundwork permitted us to
develop a series of tightly targeted questions.
Enviropreneurial marketing
