Working Papers

The emerging consensus among the corporate business firms is no longer only marketing oriented as they have shown considerable inclination towards the social issues and used them as market riders to promote their brand image globally. The integration of environmental concerns with the marketing strategy is also an innovative step for sustaining the competition in the market place. In view of the recent global market development, enviropreneurial marketing has a significant role?? in placing the corporate firms amid competition. However, not many significant contributions have been made in this area to provide a shelf of documents on enviropreneurial marketing strategy being adopted by the corporate firms. The emergence of these concepts has been presented by Varadrajan (1992) as enviropreneurial marketing. The societal and cause related marketing issues were addressed in building up the enviropreneurial marketing strategies at the corporate level to be used by the MNCs in various countries. This paper, on the above conceptual background attempts to (i) discuss the emergence of the enviropreneurial marketing strategy paradigm, (ii)?? review the development of literature on this school of thought, and (iii)?? throw light on the future perspective of such input in?? building the marketing strategies by the MNCs. ??