Developing green products: learning from stakeholders

Developing green products: learning from stakeholders 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555859810764454
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Apr 1, 1998

Keywords: Cross‐cultural studies; Green marketing; Learning organizations; New product development

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