Fraj, Elena; Martínez, Eva; Matute, Jorge - In: Journal of Business & Industrial Marketing 28 (2013) 5, pp. 396-410
Purpose – Following the natural resource based view of the firm, this paper seeks to analyse the influence of a green marketing strategy on the performance of business‐to‐business organisations. Also, it aims to explore the role of organisational resources as drivers of proactive...