An Integrated framework to develop green marketing strategy based on SWOT approach and Fuzzy Analytic Network Process

According to the crucial role of environmental issues in gaining competitive advantages and sustainable development for organizations, this paper proposes an integrated framework to select an appropriate green marketing strategy that facilitate the achievement of organization’s environmental objectives. Theproposed framework synthesizes SWOT analysis and fuzzy analysis network process method to provide an efficient mechanism to marketing managers and decision-makers to help them in recognition of internal and external environment of the organization and lead them in assessment, analysis andadoption of appropriate green marketing strategies. In order to show the capabilities of the proposed framework, it is applied to develop green marketing strategy for a company engaged in the textile industry. Results show that based on the strategic position of the company, the strategy Infrastructure and financial support to allow the company to produce green products is of the highest priority in achieving the green marketing goals.

Keywords:

Green Marketing Strategy , Multi-Criteria Decision Making , Fuzzy Logic , SWOT analysis , Fuzzy Analytic Network Process (FANP)