Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies

Edited book (chapter)

Hume, Margee, Johnston, Paul, Argar, Mark and Hume, Craig. 2013. "Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies." Gonzalez-Perez, Maria Alejandra and Leonard, Liam (ed.) International business, sustainability and corporate social responsibility. Bingley, WYorks. United Kingdom. Emerald. pp. 151 -185
Chapter Title

Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies

Book Chapter CategoryEdited book (chapter)
ERA Publisher ID5694
Book TitleInternational business, sustainability and corporate social responsibility
AuthorsHume, Margee (Author), Johnston, Paul (Author), Argar, Mark (Author) and Hume, Craig (Author)
EditorsGonzalez-Perez, Maria Alejandra and Leonard, Liam
Page Range151 -185
SeriesAdvances in Sustainability and Environmental Justice
Chapter Number8
Number of Pages35
Year2013
PublisherEmerald
Place of PublicationBingley, WYorks. United Kingdom
ISBN9781781906255
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.

Keywordsgreen markets; sustainability; business sustainability
ANZSRC Field of Research 2020350699. 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 AffiliationsSchool of Management and Marketing
South-South Capital Partners, Australia
Griffith University
Institution of OriginUniversity of Southern Queensland
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