Introduction to Managerial Implications of Green Strategy

George Tesar, Hamid Moini and Olav Jull Sørensen

Chapter 1 in Mapping Managerial Implications of Green Strategy:A Framework for Sustainable Innovation, 2018, pp 1-16 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In one of our recent studies in Denmark, a manager of a smaller manufacturing enterprise told us that governments do not motivate managers to be green consumers. Consumers are concerned about conservation of natural resources, sustainability, and green products and services. Managers respond to consumers’ demands because they remain profitable if they do so. We received similar responses from other Danish managers later in the study. Danish managers are not unique; managers of smaller manufacturing enterprises in North America, Europe, and other parts of the world share similar opinions. In the minds of consumers worldwide, green products and services are important to them and their consumption; they closely link consumption of green products and services with their lifestyles and their own overall well-being as well as of their families…

Keywords: SMEs; Green Issues; Marketing Strategies; Carbon Footprint; Management Strategies (search for similar items in EconPapers)
JEL-codes: D23 (search for similar items in EconPapers)
Date: 2018
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