Mapping Managerial Implications Of Green Strategy: A Framework For Sustainable Innovation

by George Tesar, Hamid Moini, Olav Jull Sorensen

Overview

Around the world, small manufacturing enterprises in market-based economies are facing daily challenges posed by emerging green imperatives and opportunities. These issues impact future decisions, allocation of resources, and encourage managers to refocus their strategies.This book investigates how smaller manufacturing enterprises commit to green marketing strategies, mapping all major parts of the design process throughout the entire value-creating channel. It draws together a comprehensive framework to understand, from the perspective of marketing management, what managerial considerations are important in committing to green initiatives.Presenting an active debate and policies on environmental sustainability for small and medium sizes manufacturing companies, it focuses on aspects of innovative marketing practices in response to the need for businesses to incorporate strategies that generate a smaller carbon footprint.Aimed at an international audience, Mapping Managerial Implications of Green Strategy is an invaluable resource for managers looking for green solutions, and doctoral and graduate students looking for research topics.

Product Details

ISBN-13:	9781786344809
Publisher:	World Scientific Publishing Europe Ltd
Publication date:	03/08/2018
Pages:	212
Product dimensions:	6.20(w) x 9.10(h) x 0.80(d)

Table of Contents

Preface vii

About the Authors xi

Chapter 1 Introduction to Managerial Implications of Green Strategy 1

1.1 Markets and Green Strategy 4

1.2 Managerial Challenges 7

1.3 Path to Green Innovation 9

1.4 Markets 11

1.5 Green Challenges 13

1.6 Mapping Managerial Implications 15

Recommended Readings 16

Chapter 2 Commitment to Green Strategy and External Forces 17

2.1 Green Strategy Challenge 18

2.2 External Forces 20

2.2.1 Technological forces 20

2.2.2 Economic forces 23

2.2.3 Social forces 24

2.2.4 Lifestyle forces 25

2.2.5 Integration of external forces 28

2.3 Commitment to Green Strategy 30

2.4 Resources 32

2.4.1 Financial 33

2.4.2 Human 33

2.4.3 Physical 35

2.4.4 Resource availability 37

2.5 Mission Statement 38

2.5.1 Core competencies 39

2.5.2 Consumers and markets 41

2.5.3 Ability to innovate 42

2.5.4 The need to formulate a mission statement 43

2.6 Closing Comments 44

Recommended Readings 45

Chapter 3 Enterprise Action, Marketing Management, and Green Marketing Strategies 47

3.1 Enterprise Action 48

3.2 Marketing Management 50

3.3 Green Marketing Strategies 52

3.4 Domestic and International Green Initiatives 54

3.4.1 Green commitments to domestic markets 56

3.4.2 Green commitments to international markets 59

3.5 Competitive Outlook and Market Posture 60

Recommended Readings 61

Chapter 4 Marketing Strategies for Green Issues 63

4.1 Marketing Strategy 63

4.2 Marketing Strategy and Innovation 68

4.3 Context of Green Marketing Strategies 70

4.4 Framework for Green Marketing Strategy 73

4.4.1 Consumer behavior 74

4.4.2 Post-consumption 75

4.5 Green Marketing Strategies 76

4.5.1 Product or service adjustments 77

4.5.2 Pricing adjustments 78

4.5.3 Promotional adjustments 79

4.5.4 Place adjustments 81

4.6 Environmental Conditions and Green Marketing Strategy 83

Recommended Readings 85

Chapter 5 Financial Analysis of Green Projects 87

5.1 Management Commitment to Green Marketing Strategies 87

5.2 Green Marketing Strategy and the Enterprise Performance 88

5.3 Green Strategy and Financial Performance 90

5.4 Financial Methods to Analyze Green Projects 91

5.4.1 Net present value method 92

5.4.1.1 Estimate the expected future cash flows 92

5.4.1.2 Assess the risk and determine a required rate of return 94

5.4.1.3 Calculate the present value of future cash flows 98

5.4.1.4 Compare the present value of the expected cash flows 98

5.4.2 Internal rate of return method 100

5.4.3 Payback period method 102

5.4.4 Cost benefit analysis 103

5.4.5 Break-even point method 103

5.4.6 Project profitability index 104

5.5 Practical Issues with the Use of Investment Decision Rules 104

5.6 How to Finance Green Projects 106

Recommended Readings 108

Chapter 6 Competitive Positioning Subject to Green Marketing Strategies 111

6.1 Specification of a Competitive Position 113

6.1.1 Geographic competitive relationships 115

6.1.2 Marketing competitive relationships 117

6.1.3 Market position and competitive advantage 120

6.1.4 External analysis 123

6.2 Competitive Positions and Technological Capabilities 124

6.2.1 Consumer motivations 125

Recommended Reading 127

Chapter 7 Emerging Green Concerns and Managers of Smaller Manufacturing Enterprises 129

7.1 Market Responses by Smaller Manufacturing Enterprises 131

7.2 Consumer Responses to Green Products and Services 133

7.3 Consumption Experiences of Green Consumers 136

7.4 Consumption Patterns of Green Consumers 138

7.5 Post-Consumption and Product and Service Residuals 142

Recommended Reading 143

Chapter 8 International Implications of Green Strategies and Consumption Behavior 145

8.1 International Markets and Technology 146

8.1.1 Cultural conditions 148

8.1.2 Resources 148

8.1.3 Awareness 150

8.2 Expectation for Green Products and Services 152

8.3 International Market Dynamics 155

Recommended Readings 158

Chapter 9 Integration 159

9.1 Framework for Sustainable Innovation 162

9.1.1 External environment and enterprise mission 163

9.1.2 Information and consumption 165

9.1.3 Post-consumption 168

9.2 Green Marketing Strategy and Green Consumers 169

Postscript 171

Additional Resources 175

Index 189