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Exploratory examination of whether marketers include stakeholders in the green new product development process

Version 2 2024-06-03, 13:43
Version 1 2017-05-16, 15:27
journal contribution
posted on 2024-06-03, 13:43 authored by Michael PolonskyMichael Polonsky, JA Ottman
Many firms are attempting to make their products less environmentally harmful. However, marketers and others within the firm often have limited environmental expertise. When attempting to `green' its products, it is therefore important that the firm include a broader set of stakeholders in the green new product development (NPD) process, as this ensures that all relevant environmental issues are considered. This paper examines US and Australian marketers' perceptions of stakeholders' involvement in the green NPD process to determine whether stakeholders with this broader environmental expertise are included. It also examines the specific strategies US marketers within the study used to involve these groups in the green NPD process. It was found that the strategies used were basic in nature and some additional strategies are suggested.

History

Journal

Journal of cleaner production

Volume

6

Pagination

269-275

Location

Amsterdam, The Netherlands

ISSN

0959-6526

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal, C Journal article

Copyright notice

1998, Elsevier

Issue

3-4

Publisher

Elsevier