Creating a Green Brand for Competitive Distinction
This research examines the question of how an environmentally pro-active hotel can gain competitive distinction by way of ‘green’ branding. It demonstrates that not all green branding options are created equal. The two most widely recognized options, unilateral commitments and participation in VEPs, have significant variations in their ability to inform relevant constituencies, achieve external legitimacy and add firm value. To illustrate these points, this research systematically evaluates the efforts of Damai Lovina Villas, a small boutique Indonesian hotel, to promote its environmental activities by way of developing a green brand. Further, this study develops a framework that other companies can use to assess their green branding options.
Darnall N. 2008. Creating a green brand for competitive distinction. Asian Business & Management 7(4), 445-466.