Creating the Global Greenscape: Developing a Global Market-Entry Framework for the Green and Renewable Technologies

Margee Hume · Paul B. Johnston · Mark Argar · Craig Hume

14 citations0/0 files storedAdvances in sustainability and environmental justice

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Environmental Sustainability in Business International Business and FDI Sustainability and Innovation in Business

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.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 1968The Discovery of Grounded Theory: Strategies for Qualitative Research.2007Theory Building From Cases: Opportunities And Challenges 1979A Paradigm for Developing Better Measures of Marketing Constructs 1989The Practice of Social Research 1990Qualitative evaluation and research methods, 2nd ed.1984Business Research Methods 2000Varieties of Discourse: On the Study of Organizations through Discourse Analysis

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