A Study of building the crisis prevention model for the innovation development of green marketing: take the automotive industry as an example

Abstract

For sustainable operation, business circle not only attaches importance to cultivating external competitiveness, but also values innovation of green technology gradually. Green technology brings along the industries, it enables enterprises toward sustainable development when making the best use of innovative technology. This study aimed to build a crisis prevention model for the innovation development of green marketing. It first explored the theoretical foundations in literature for green marketing, innovation management and crisis management, and developed the expert questionnaire with five major dimensions of 22 projects to detect risk factors. The factors were analyzed and discussed with analytic hierarchy process (AHP), one-way ANOVA, and Pearson product-moment correlation analysis. It also identified the risks and problems implied by crisis factors, so as to build a crisis prevention model for the innovation development of green marketing, clarify the findings by importing expert interview, and develop crisis management strategy for innovation development of green marketing effectively. Key words: Green marketing, innovation management, crisis management.

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