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The interplay of green capabilities, organizational culture and green marketing strategy to explain green competitive advantage

Arej Alhemimah (Department of Tourism and Hospitality, King Abdul-Aziz University, Jeddah, Saudi Arabia)
Murad Ali (Leadership and Human Resource Management, Newcastle Business School, Northumbria University, Newcastle upon Tyne, UK)
Saeed Badghish (Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia)
Hengky Latan (Department of Statistics, Economics and Management, HLC Consulting, Semarang, Indonesia)
Ana Beatriz Lopes de Sousa Jabbour (Metis Lab, EM Normandie Business School, Paris, France)

Journal of Economic and Administrative Sciences

ISSN: 2054-6238

Article publication date: 1 January 2025

110

Abstract

Purpose

This study examines the dynamic capability and resource-based view theories in the context of the tourism and hospitality industry, examining how the green dynamic capabilities of firms interact with green marketing strategies to influence their level of green competitive advantage under the boundary condition of the green organizational culture of Saudi Arabia’s tourism and hospitality sector.

Design/methodology/approach

Using multi-sourced and three-wave time-lagged data from 136 managers and their subordinates within the Saudi Arabian tourism industry to test the hypotheses.

Findings

The results reveal that all hypotheses were accepted, affirming the direct, mediating, moderating and moderated mediating associations among green dynamic capabilities, green marketing strategies, green organizational culture and green competitive advantage.

Originality/value

This study offers valuable insights for practitioners and policymakers seeking to enhance the sustainability performance and competitive advantage of firms in the ever-evolving tourism sector.

Keywords

Acknowledgements

The Deanship of Scientific Research (DSR) at King Abdulaziz University (KAU), Jeddah, Saudi Arabia has funded this project under grant no. (KEP-MSc: 69-246-1443).

Citation

Alhemimah, A., Ali, M., Badghish, S., Latan, H. and Lopes de Sousa Jabbour, A.B. (2025), "The interplay of green capabilities, organizational culture and green marketing strategy to explain green competitive advantage", Journal of Economic and Administrative Sciences, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JEAS-04-2024-0107

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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