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Developing green products: learning from stakeholders

Asia Pacific journal of marketing and logistics, 1998-04, Vol.10 (1), p.22-43 [Peer Reviewed Journal]

MCB UP Limited ;Copyright Barmarick Press 1998 ;ISSN: 1355-5855 ;EISSN: 1758-4248 ;DOI: 10.1108/13555859810764454

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  • Title:
    Developing green products: learning from stakeholders
  • Author: Polonsky, Michael Jay ; Rosenberger, Philip J ; Ottman, Jacquelyn
  • Subjects: Competition ; Competitive advantage ; Corporate culture ; Crosscultural studies ; Green marketing ; Green products ; Learning organizations ; Marketing ; Natural products ; New product development ; Organizational learning ; Product development ; Stakeholders ; Statistical analysis
  • Is Part Of: Asia Pacific journal of marketing and logistics, 1998-04, Vol.10 (1), p.22-43
  • Description: The complexities of environmental issues require that when developing new green products marketers have to seek-out, involve and learn from stakeholders with environmental expertise. These stakeholders have information that lies outside the organisation's main area of expertise and can assist the firm in developing less environmentally harmful products. This article examines US and Australian markets' perceptions of stake-holders' potential to influence the green new product development (NPD) process and what strategies can be used to involve stakeholders in this process. The findings suggest that marketers believe some stakeholders with "high" influencing abilities should be involved in the green NPD process, although it appears that in practice, firms use very basic methods to include these stakeholders. It also appears that there is limited formal interaction between the firm and its stakeholders and that respondents are not engaging and learning from others with green product expertise.
  • Publisher: Patrington: MCB UP Ltd
  • Language: English
  • Identifier: ISSN: 1355-5855
    EISSN: 1758-4248
    DOI: 10.1108/13555859810764454
  • Source: Alma/SFX Local Collection
    ProQuest Central
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