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

Hume, Margee and Johnston, Paul and Argar, Mark and Hume, Craig (2013) Creating the global greenscape: developing a global market-entry framework for the green and renewable technologies. In: International business, sustainability and corporate social responsibility. Advances in Sustainability and Environmental Justice (11). Emerald Group Publishing Limited, Bingley, WYorks. United Kingdom, 151 -185. ISBN 978-1-78190-625-5

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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.

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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Accepted version deposited in accordance with the copyright policy of the publisher.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 08 Apr 2014 05:32
Last Modified: 08 Feb 2017 06:15
Uncontrolled Keywords: green markets; sustainability; business sustainability
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
14 Economics > 1402 Applied Economics > 140299 Applied Economics not elsewhere classified
10 Technology > 1099 Other Technology > 109999 Technology not elsewhere classified
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9102 Microeconomics > 910206 Market-Based Mechanisms
B Economic Development > 89 Information and Communication Services > 8999 Other Information and Communication Services > 899999 Information and Communication Services not elsewhere classified
Identification Number or DOI: 10.1108/S2051-5030(2013)0000011011

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