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A blueprint for green marketing.

J J Davis1

  • 1San Diego State University.

The Journal of Business Strategy
|June 8, 1991
PubMed
Summary

Many companies are launching "green" products without proper planning. This oversight can hinder the success and environmental impact of these eco-friendly goods.

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Area of Science:

  • Environmental Science
  • Business Strategy

Background:

  • Increasing consumer demand for environmentally friendly products has led to a surge in market offerings.
  • Many businesses are prioritizing product launch over strategic planning for green initiatives.

Purpose of the Study:

  • To highlight the critical importance of strategic planning in the development and marketing of environmentally acceptable products.
  • To identify the common pitfalls companies face when introducing green products without adequate forethought.

Main Methods:

  • Analysis of current market trends in green product development.
  • Review of corporate strategies for environmental product launches.
  • Case study examination of successful and unsuccessful green product introductions.

Main Results:

  • A significant gap exists between the marketing of green products and the underlying strategic planning.
  • Lack of comprehensive planning leads to suboptimal environmental outcomes and market performance.
  • Companies often overlook crucial factors such as lifecycle assessment and supply chain management.

Conclusions:

  • Strategic planning is paramount for the effective and impactful introduction of environmentally acceptable products.
  • Businesses must integrate environmental considerations into the core of their product development and marketing strategies.
  • Addressing planning deficiencies will enhance both corporate reputation and genuine environmental benefits.

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