The role of green marketing strategies for a competitive edge: A case study about analysis of leading green companies in Jordan

Abstract This study aims to explore the relationship among green marketing practices, leadership commitment, and environmental performance specifically within Jordan's pharmaceutical industry. It explores the impact of green marketing strategies on the competitive advantage of leading green companies in Jordan. The limitations of this study focused on the Jordanian market, and its findings are not generalizable to other countries due to market contrasts. A quantitative approach was employed to address the research question of “to what extent” these strategies contribute. The theory of the resource‐based view (RBV) was applied to this topic because it suggests that a firm's competitive advantage and performance are primarily determined by its unique resources and capabilities. The research instrument consists of 9 factors clarifying the role of green marketing strategies in improving the competitive edge of leading green companies in Jordan. The population of this study includes all implementing managers of Jordanian leading green companies, while the sample of this study consists of 32 implementing managers. After distributing the scale to the participants of this study, their responses were collected and discussed carefully. Then, their responses were analyzed by using SPSS statistical tests. The results show a significant positive correlation between green marketing strategies and competitive edge. This indicates that leading Jordanian green companies actively gain “green marketing” initiatives to gain and maintain a competitive advantage in the market. The study concludes that embracing green marketing is crucial for Jordanian green companies to compete effectively and achieve sustained success. Novelty or originality in this research looks for specific statements that indicate to a novel theoretical approach, a new methodology, or an innovative application of existing theories, or a unique data. This adds new ideas to the knowledge of this study.