Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies
Edited book (chapter)
Chapter Title | Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies |
---|---|
Book Chapter Category | Edited book (chapter) |
ERA Publisher ID | 5694 |
Book Title | International business, sustainability and corporate social responsibility |
Authors | Hume, Margee (Author), Johnston, Paul (Author), Argar, Mark (Author) and Hume, Craig (Author) |
Editors | Gonzalez-Perez, Maria Alejandra and Leonard, Liam |
Page Range | 151 -185 |
Series | Advances in Sustainability and Environmental Justice |
Chapter Number | 8 |
Number of Pages | 35 |
Year | 2013 |
Publisher | Emerald |
Place of Publication | Bingley, WYorks. United Kingdom |
ISBN | 9781781906255 |
9781781906262 | |
Digital Object Identifier (DOI) | https://doi.org/10.1108/S2051-5030(2013)0000011011 |
Abstract | Purpose – This chapter develops the case for a global Greenscape. It introduces the green global marketplace (Greenscape) to better understand the global green market. Design/methodology/approach – The chapter introduces current green market practices and adopts case study methodology to present three distinct green cases related to renewable energy, process technology and wastewater recycling and their international market activities. The chapter offers discussion on findings and incorporates the novel technique of discourse analysis using Leximancer 3.0. Findings – The case shows how the Greendex Report (2012) positions Brazil, India, China and Russia at the top of the markets for green product penetration. The developed nations of USA, France and Canada make up the bottom rankings. The chapter finds essential elements for creating the global Greenscape and marketing of green technologies. Research limitations/implications (if applicable) – Empirical research testing success pathways and destination opportunities is desirable. Practical implications (if applicable) – The 'success and failure criteria' identify how planning, patent and partnerships are essential for successful entry. Specific market research on G(reen) markets, market information, marketing functions for market entry and market diffusion for renewable products and process technologies such as supply chain elements, and how these interrelate with achieving sustainability goals is essential for successful entry. Originality/value of chapter – The chapter offers a novel and original approach to international green market penetration and offers analysis related to the new world BRIC countries that have been little explored. |
Keywords | green markets; sustainability; business sustainability |
ANZSRC Field of Research 2020 | 350699. Marketing not elsewhere classified |
380199. Applied economics not elsewhere classified | |
400699. Communications engineering not elsewhere classified | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
South-South Capital Partners, Australia | |
Griffith University | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q25w4/creating-the-global-greenscape-developing-a-global-market-entry-framework-for-the-green-and-renewable-technologies
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