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Purpose – This chapter develops the case for a global Greenscape. It introduces the green global marketplace (Greenscape) to better understand the global green market.Design/methodology/approach – The chapter introduces current green market practices and adopts case study methodology to present three distinct green cases related to renewable energy, process technology and wastewater recycling and their international market activities. The chapter offers discussion on findings and incorporates the novel technique of discourse analysis using Leximancer 3.0.Findings – The case shows how the Greendex Report (2012) positions Brazil, India, China and Russia at the top of the markets for green product penetration. The developed nations of USA, France and Canada make up the bottom rankings. The chapter finds essential elements for creating the global Greenscape and marketing of green technologies.Research limitations/implications (if applicable) – Empirical research testing success pathways and destination opportunities is desirable.Practical implications (if applicable) – The ‘success and failure criteria’ identify how planning, patent and partnerships are essential for successful entry. Specific market research on G(reen) markets, market information, marketing functions for market entry and market diffusion for renewable products and process technologies such as supply chain elements, and how these interrelate with achieving sustainability goals is essential for successful entry.Originality/value of chapter – The chapter offers a novel and original approach to international green market penetration and offers analysis related to the new world BRIC countries that have been little explored.

Frederick Ahen is a PhD candidate at the University of Turku, Finland. Frederick holds a BSc in Economics and International Business from the Università Politecnica delle Marche, Italy and an MSc in International Business from London South Bank University. Frederick's main research interests include strategic corporate responsibility, global sustainability and global health diplomacy with particular focus on the comparative institutional analysis of emerging economies in West, East, Central and Southern (WECS) Africa and selected European economies.

We are pleased to introduce this volume dedicated to International Business, Sustainability and Corporate Social Responsibility as part of the Advances in Sustainability and Environmental Justice Series. Within the context of International Business, Corporate Social Responsibility (CSR) might be considered a mechanism through which investments made can achieve the full economic benefits as long as there is an agreement to promote social and political stability. The control over political and social variables determines or helps to build a competitive advantage and insures a corporation's long-term running position on the market and the facilitation of capital accumulation.