TY  - JOUR 
TI  - Mercadeo verde de una empresa dorada
JO  - ESTUDIOS GERENCIALES;Vol. 30 No. 130
PB  - Universidad Icesi
PY  - 2014
issn 01235923
AB  - The case presents a marketing campaign directed by Ecopetrol between 2009 and 2012. It is about the
introduction of the ultra low content of sulfur diesel fuel to the Colombian market under the name of
clean diesel. There are two points of view that the case proposes, first of all, the positioning of Ecopetrol
as one of the most recognized Colombian companies because of its financial results as well as their
activities at the corporate social responsibility field. The second is related to the requirements demanded
in developed countries to the environmental marketing, in particular with regard to green washing,
but taking into account that Ecopetrol operates in a developing country context, which has incipient
stakeholders knowledge about environmental issues.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Responsabilidad social empresarial
KW  - Mercadeo verde
KW  - Ecopetrol
KW  - Corporate social responsibility
KW  - Green marketing
KW  - Clean diesel
KW  - Green washing
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1769
ER  -