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D. Boundary of Operational Variables
This research employs four independent variables –product X1, production X2, distribution X3, and promotion X4 strategies- and one dependent variable,
namely stock price Y. The data were collected form Greenpeace’s quarterly Guide to Greener Electronics and Nasdaq’s stock price quotation of observed companies.
1. Operational Definition
Green marketing strategy is the strategies that embrace systems, policies, and process Prakash, 2002: 286, of which pricing, promotion, distribution, and
development of products Fuller, 1999 in Bäverstam and Larsson, 2009: 1 satisfy interest of multiple internal and external stakeholders, as well as balancing economic,
social, and environmental goals Elkington, 1997. In the practical framework, proactive green marketing strategies include market research, production, product,
distributionmarkets, price, promotion, and partnership strategies Vaccaro, 2009: 323.
Of the seven items, the researcher limits this research by employing four strategies only, product, production, distributionmarket, and promotion strategies due
to the absence of data in Greenpeace’s Guide to Greener Electronics.
a. Product Strategy X1
This strategy can be carried on by “a creating green products with a differential advantage which are recyclable, biodegradable, and are based on
sustainable development” Vaccaro, 2009: 322-323. Green products that is demanded is such as laptop that is free from PVC andor BFR, mobile phone that is free from
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mercury, and so forth. Green innovations then should be perceived as having superior value to current products e.g. perform as well as or better than non-green products
and other green highly competitive product offerings Vaccaro, 2009: 323. “Once customers try the product or service, it should function well with good technical
performance and quality workmanship” Vaccaro, 2009: 323. In addition, the new productservice should be designed to be easy to
understand and also easy to observe by customers and other stakeholders. Furthermore, the innovation should also be in accordance with customers’ needs and
values. Vaccaro, 2009: 323. The second criterion is b green marketing strategy could be utilized to substitute services or product rentals against ownership of
physical good Vaccaro, 2009: 324. Furthermore, Porter and van der Linde 1995: 123 identify some products
issues in environmental concerns. One of the observed industry is electronics and manufacturing.
Table 3.1 Environmental Regulations Has Competitive Implications Porter and van der
Linde 1995: 123
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