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

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. Advances in Sustainability and Environmental Justice, 11 151-185. doi:10.1108/S2051-5030(2013)0000011011


Author Hume, Margee
Johnston, Paul
Argar, Mark
Hume, Craig
Title Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies
Journal name Advances in Sustainability and Environmental Justice
ISSN 2051-5030
2051-5049
ISBN 9781781906255
Publication date 2013
Year available 2013
Sub-type Article (original research)
DOI 10.1108/S2051-5030(2013)0000011011
Open Access Status Not Open Access
Volume 11
Start page 151
End page 185
Total pages 35
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing
Language eng
Formatted 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.
Keyword Green marketing
Green supply chain
International marketing
Renewable technology
Sustainable consumption
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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