Commitment to Green Strategy and External Forces

George Tesar, Hamid Moini and Olav Jull Sørensen

Chapter 2 in Mapping Managerial Implications of Green Strategy:A Framework for Sustainable Innovation, 2018, pp 17-45 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Smaller manufacturing enterprises do not exist in a vacuum. They operate in environments that produce a variety of positive and negative forces that shape their missions; impact levels of resources; influence competitive market positions; and most of all, define relationships with markets and consumers. Environmental forces also set societal limits within which smaller manufacturing enterprises respond to consumers’ demands, market their products and services, and compete. The major problem faced by managers of smaller manufacturing enterprises is the reality that these forces are turbulent and change rapidly. Managers must understand that environmental forces, directly and indirectly, influence the strategic and operational management of enterprises and their marketing initiatives. Directly by setting limits and guidelines within which market related decisions are made, and indirectly by understanding how marketing initiatives fit into broad, dynamic, and interrelated societal structures around them. Consequently, managers of smaller manufacturing enterprises must consider how environmental forces influence their strategic and operational decisions…

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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