Optimizing sales mode selection and marketing effort for a B2C marketplace under green product investment uncertainty
Purpose – This study investigates the circumstances under which a business to customer (B2C) marketplace chooses to implement green marketing to promote green product investment (GPI). It further identifies the optimal sales model approach for implementing green marketing under uncertainty about the...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2025-03-01
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| Series: | Journal of Trade Science |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/JTS-07-2024-0041/full/pdf |
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