See systemicbusiness.org/digests/sabi2002/sabi2002.html

ABSTRACT

Green marketing is a prevailing marketing mode in 21th century. Because of additional investment by carrying out green marketing and protracted nature and potentiality of green marketing performance, many enterprises refuse to put it into effect. So, evaluation of green marketing performance is a basic work. This paper uses gray system theory to put forward a new method to evaluate green marketing performance.

This paper includes four parts: introduction, green marketing performance and its evaluation index, the evaluation of green marketing performance based on gray system and conclusion. (1) The first part describes briefly gray system theory, application characters and green marketing system. (2) The second part defines the basic connotation of green marking performance and its peculiarity as following: protracted nature in forming, continuous effects, abundant contents, multi-dimensional connotation, multi-layers structure. According to the connotation of green marketing performance, this paper sets up a multi-hierarchy index system to evaluate green marketing performance. The index system consists of three layers: target index hierarchy, principle index hierarchy and basic index hierarchy. (3) The third part explains the basic thinking of applying gray system theory to evaluate green marketing performance, sets up a gray evaluation model and discuss the evaluation process. (4) The fourth part is conclusion.

daviding
ezOP
Posts: 38
(7/30/02 6:06:50 pm)
Reply Re: ZENG, FANG & WEI 2002-249 A Research on Evaluation o

Key insights I got from the paper:
The paper appears to propose methods on which the measurement of performance can be based, but there's not enough of an explanation of the "gray system theory" for me to fully understand the direction.

How might I apply these concepts:
I'll need a fuller explanation of "gray system theory", first. (Searching the web doesn't help!) I surmise that it's related to completeness of information

Additional ideas I might suggest to the author.
* Function or value (or efficiency or effectiveness) to the containing whole(s)?
I'm not sure of which supersystem(s) in which the performance of green marketing is measured. Any measurement of function is relative to the system in which it is contained. Since the decision is based on some set of values, a source on appreciative systems that may or may not be related is Sir Geoffrey Vickers, Value Systems and Social Process, Tavistock Publications, London, 1968.

Edited by: daviding at: 8/1/02 12:36:07 am