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Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
A strong argument could be made for innovation being the most important means by which manufacturers can create competitive advantage. In the short‐term, struggling firms might have to concern themselves with any number of immediate issues, from lay‐offs and cost reduction to greater operational efficiency. But in the long run, the case for innovation becomes well nigh indisputable.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.
Details
Keywords
Josephine Pickett‐Baker and Ritsuko Ozaki
The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary…
Abstract
Purpose
The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available.
Design/methodology/approach
This paper reviews consumer behaviour and advertising to identify how consumers are persuaded to opt for greener products. It reports the results of a consumer product survey using a questionnaire based on the Dunlap and van Liere HEP‐NEP environmental survey and the Roper Starch Worldwide environmental behaviour survey. The respondents were 52 mothers who shop at supermarkets.
Findings
The results show a correlation between consumer confidence in the performance of green products and their pro‐environmental beliefs in general. The findings suggest that most consumers cannot easily identify greener products (apart from cleaning products) although they would favour products manufactured by greener companies, and they do not find the current product marketing particularly relevant or engaging.
Practical implications
The paper suggests that the market for greener products could be exploited more within consumer groups that have pro‐environmental values.
Originality/value
This paper identifies that consumers are not exposed enough to green product marketing communication and suggests the greater use of marketing and brands to promote and sell products that are environmentally friendly and function effectively.
Details