Companies' green competitiveness: Justifying the role of marketing determinants.

Today, companies' green competitiveness is developing under the influence of a wide set of economic, social, environmental, corporate and marketing determinants. The purpose of the paper is to justify the role of marketing determinants in developing companies' green competitiveness. The provided analysis of the semantic core of information-commercial and scientific analytics on search queries related to marketing determinants of companies' green competitiveness using Google Analytics and Google Trends allowed identifying the following groups of marketing determinants of its provision: determinants of sustainable strategic development (green marketing strategies, green supply chains, green logistics, green pricing); media information determinants (green networks, green platforms, green digital tools, green web tools); and determinants of targeted green marketing (green brand, green advertising, green promotion). The systematic combination of correlation analysis tools, Godrick-Prescott smoothing and filtering method of time series of information-commercial and scientific analytics on search queries on the issues of green competitiveness of enterprises allowed identifying three different vector trends: increasing the level of information and commercial interest in the field of companies' green competitiveness (at the request of the Internet users) is accompanied by increasing interest of the scientific community in both trend and cyclical components (positive and statistically significant correlation); an uneven growth of interest in the issues of companies' green competitiveness on the part of the Internet users and the scientific community (negative and statistically significant correlation); the object of dominant interest on the part of the Internet users and researchers are such marketing determinants of companies' green competitiveness as green brand and green promotion (results of the correlation analysis by cyclical and trend components). [ABSTRACT FROM AUTHOR]