The low carbon-based marketing innovation is divided into three types, that is, Low Carbon-based Incremental Marketing Innovation(LCIMI), Low Carbon and Technology-based Breakthrough Marketing Innovation(LCTBMI), and Low Carbon and Market-based Breakthrough Marketing Innovation(LCMBMI). The possible mediating variables, for example service-market fit, quality of service delivery, and effectiveness of marketing communication, between low carbon-based marketing innovation and marketing performance are expled, and a theoretical model is built. The service enterprises of 261 in China are studied as empirical samples.It turns out that LCIMI has no distinct direct positive effect on marketing performance, however has an indirect positive effect on it via quality of service delivery and effectiveness of marketing communication;LCTBMI has no distinct direct positive effect on marketing performance, however has an indirect positive effect on it via service-market fit, quality of service delivery, and effectiveness of marketing communication;LCMBMI has a distinct direct positive effect on marketing performance.
Key words
service enterprise /
low carbon-based marketing innovation /
LCIMI /
low carbon-based breakthrough marketing innovation /
marketing performance
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