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.