Mapping Managerial Implications of Green Strategy : A Framework for Sustainable Innovation

Around the world, small manufacturing enterprises in market-based economies are facing daily challenges posed by emerging green imperatives and opportunities. These issues impact future decisions, allocation of resources, and encourage managers to refocus their strategies.

This book investigates how smaller manufacturing enterprises commit to green marketing strategies, mapping all major parts of the design process throughout the entire value-creating channel. It draws together a comprehensive framework to understand, from the perspective of marketing management, what managerial considerations are important in committing to green initiatives.

Presenting an active debate and policies on environmental sustainability for small and medium sizes manufacturing companies, it focuses on aspects of innovative marketing practices in response to the need for businesses to incorporate strategies that generate a smaller carbon footprint.

Aimed at an international audience, Mapping Managerial Implications of Green Strategy is an invaluable resource for managers looking for green solutions, and doctoral and graduate students looking for research topics.