Gray Evaluation on Green Marketing Efficiency of Transnational Corporations

Transnational corporations (TNCs) which operate without borders cause the host country serious negative impacts such as environment and resources, and thus lead the government and its agents to set environmental barriers to restrict the conduct of TNCs. Green marketing efficiency of TNCs is the introduction of green into the business activities of TNCs. From the multinational point of view of the TNCs' implementation of global strategy, they tend to create green products and to implement green management to beat their opponents so as to enhance their global market share. Through making a comprehensive analysis of indicators of TNCs, this paper introduces the theory of gray correlation analysis into green marketing efficiency evaluation and tries to identify the key influence factors, so as to make more scientific and rational marketing efficiency evaluation of those TNCs which have their own advantages and disadvantages of each dimension. A numerical example is discussed to demonstrate the methods to evaluate green marketing efficiency evaluation of TNCs.