How and when does green international marketing strategy affect international performance: Natural Resource Based View perspective

Building on the Natural Resource Based-View, the aim of this study is to explore the relationship between green international marketing export strategy and international performance - using survey data from UK manufacturing firms. The study plans to deploy a mixed method approach using a NVivo and Fuzzy set Qualitative Comparative Analysis (FsQCA) to analyse the study’s relationships. In doing so, the study contributes to green international marketing literature.