[雙語翻譯]--營銷外文翻譯--綠色營銷策略對(duì)馬來西亞企業(yè)績效的影響（原文）

1、 Procedia - Social and Behavioral Sciences 172 ( 2015 ) 463 – 470 Available online at www.sciencedirect.com ScienceDirect1877-0428 © 2015 The Authors. Published by Elsevier Ltd. This is an open access article

2、 under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer-review under responsibility of GLTR International Sdn. Berhad. doi: 10.1016/j.sbspro.2015.01.382 Global Conference on Business f

3、irms’ performance; sustainability; marketing strategy; Malaysia 1. Introduction This paper will begin by briefly reviewing on the sustainability literature, provides the overview of the global green industry, followed b

4、y the current issues in the Malaysian green industrial context, including the prospects and challenges. This paper is conceptually focused and a review is conducted mainly concerning with green innovation and green pro

5、motion. * Corresponding author. (+6012) 3634576 E-mail address: iiera@yahoo.com © 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.o

6、rg/licenses/by-nc-nd/4.0/). Peer-review under responsibility of GLTR International Sdn. Berhad.465Zuhairah Hasan and Noor Azman Ali / Procedia - Social and Behavioral Sciences 172 ( 2015 ) 463 – 470 1.3. Green in

7、dustry in Malaysia As a developing country, the Malaysian government has demonstrated a serious action and commitment to embrace the sustainability agenda. Many firms from diverse sectors have been encouraged to involve

8、 in green practice. The Green Technology Policy delineated five strategic areas in implementing the ‘Green Malaysia’ framework, including undertaking promotions to increase the public awareness and intensifying the res

9、earch and innovations. Furthermore, the Green Technology Financing Scheme was announced offering RM1.5 billion in soft loans for companies in the energy, building, transportation, water and waste sectors interested in

10、investing in green technologies as part of the 2010 budget. However, besides the serious initiatives and recognition from the government, based on the ISO 2012 survey, the total number of Malaysian companies certified

11、for ISO 14001 Environmental Management System from 1999 to 2012 were 11, 706 companies. Compared with other Asian countries, the number of companies certified for ISO 14001 EMS in Thailand is 17, 519, Singapore with 9,

12、 740 companies, and Indonesia is 7, 233 companies followed by Philippines with 5,084 companies. Japan seems to be leading and categorized as top three countries for the total number of growth in the numbers of certific

13、ates issued in 302, 480 companies. In Malaysia, despite the incremental numbers of companies certified for the ISO 14001 EMS, it can be concluded that the trend is quite uncertain, as in 2002, there were no companies c

14、ertified in ISO 14001 EMS, followed by in 2006 a reducing number of companies of 14.55% from 2005, and also a decrease of 1.45% in 2012. Tan (2005) argues that Malaysian firms seem to have a slow growth towards the ISO

15、 14001 EMS adoption as only 370 companies were certified in 2003, which is 0.6% of the total certified companies in the world. Therefore, this paper adds value to the literature through investigate on how the organizat

16、ions in Malaysia are really concerned with green marketing. The main contribution of this paper focuses on further supporting the relationship between green marketing strategy and firms’ performance. The higher rate of

17、 success will encourage other businesses to adopt the most effective way to gain the benefits. Therefore, the best strategy, concepts, and results of the outcomes, may be utilized by others marketers and managers to imp

18、rove the performance of the firms. 2. Conceptual framework The conceptual framework explains the relationship between the two research constructs, green innovation and green promotion with the firm’s performance. The s

19、tudy attempts to explain the impact of green innovation and green promotion on the performance of firms. This conceptual paper is based on a review of the previous research and data gathered from the current literature

20、. This paper will analyse through the structural relationship between the constructs and focus on the effectiveness of green innovation and green promotion as a green marketing strategy. It is better to understand the

21、green marketing in prior in order to explain the development and choice of the research constructs. In the literature, green marketing, also known in different terminologies such as environmental marketing, ecological

22、marketing or sustainable marketing. Polonsky (1994) stated that green marketing comprises product modification, changes to the production method and process, packaging and modifying advertising. Juwaheer, Pudaruth, con