Mission of the Center

The mission of the Von Allmen Center for Green Marketing is:

The Von Allmen Center for Green Marketing strives to be the leading university center devoted to green marketing. The Center continually expands the knowledge of green marketing among practitioners and researchers, and creates and enhances executive and student educational opportunities through the establishment and maintenance of scholarly green marketing research that contributes to marketing practice and theory.

Vision of the Center

The vision statement for Von Allmen Center for Green Marketing is:

We strive to be the leading North American university center devoted to green marketing.

We broaden the base of green marketing knowledge in areas such as consumer behavior and marketing strategy, and we lead the charge in educating executives and students with such knowledge.

We provide an eclectic perspective that includes other areas in business (e.g., finance, information technology) as well as other university disciplines (e.g., engineering, agriculture, and design).

We collaborate with industry to identify best practices that enable firms to use green marketing knowledge for strategic advantage.

We build international networks of practitioners and scholars focused on applying green marketing principles in application and research.

Why the University of Kentucky?

The University of Kentucky community provides a unique atmosphere in which to pursue Green Marketing. The mission of the Von Allmen Center for Green Marketing complements research and best practices pursued throughout the university community.

The Gatton college faculty is conducting research examining several areas of marketing such as consumer behavior, channels of distribution, and new product development. The Green Marketing Center provides opportunities to augment research conducted in every sub-discipline in marketing. In addition, Green Marketing provides the opportunity to foster interdisciplinary research with Gatton scholars in information technology, management, finance, accounting, and economics.

The Center for Green Marketing enables the Gatton College to work in conjunction with sustainable industry efforts conducted in other parts of the university. The Center for Green Marketing works with the colleges of agriculture, arts and sciences, communications, design, engineering, and medicine in the efforts to build a solar house.

The Center for Green Marketing provides the opportunity to collaborate with the College of Engineering. We work with the Center for a Sustainable Aluminum Industry (a Gatton/Engineering Center), the Center for Manufacturing, and other center in the college of Engineering. In addition, the Von Allmen Center for Green Marketing provides the opportunity to incorporate discussion of green marketing strategy to students in the Scholars in Engineering and Management (SEAM) program.

The Green Marketing Centers mission echoes President Lee Todds Top 20 plan for the University of Kentucky. An important facet of the plan is the presidents call for increased engagement with the schools, farms, businesses, and communities in Kentucky. Green Marketing provides the opportunity to increase engagement and influence the standard of living in the Commonwealth.

The Von Allmen Center for Green Marketing provides research that addresses contemporary concerns of major industries in the state. Thus, automobile producers, computer peripheral firms, oil refiners, and other Kentucky industries benefit from the research provided by the Von Allmen Center for Green Marketing.

Why Kentucky?

Von Allmen Center for Green Marketing is the right thing to do for:

Kentucky Citizens: Green marketing will create thousands of new, high-wage jobs in the economy over the next 10 years.

Kentucky Industry: Green marketing will transform all the major Kentucky industries, including manufacturing (e.g., automobiles), government, real estate, health care, retailing, transportation, agriculture and mining, and energy.

Kentucky Education: Green Marketing will augment the University of Kentuckys efforts to be a Top-20 research institution. Focus on this emerging multi-industry trend will give UK notoriety throughout the academic community.

Kentucky Environment: Green Marketing will enable future generations to enjoy the beauty of the Bluegrass.