Abstract
Green product innovation has been recognized as one of the key factors to achieve growth, environmental sustainability, and a better quality of life. Understanding green product innovation as a result of interaction between innovation and sustainability has become a strategic priority for theory and practice. This article investigates green product innovation by means of a multiple case study analysis of 12 small to medium size manufacturing companies based in Italy and Canada. First, we propose a conceptual framework that presents three key environmental dimensions of green product innovation such as energy minimization, materials reduction, and pollution prevention as identified in the life cycle phases of products. Based on insights gained from in-depth interviews, we discuss firms’ motivations to develop green products, environmental policies and targets for products, different dimensions of green product innovation, and challenges faced during developing and marketing of green products. Results from the study are then synthesized and integrated in a toolbox that sheds light on various aspects of green product innovation and provides solutions to challenges and risks that are faced by firms. Finally, implications for managers, academia and public policy makers are discussed.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Aragon-Correa, J. A. and S. Sharma: 2003, ‘A contingent resource-based view of proactive corporate environmental strategy’, Academy of Management Review 28(1), 71-88.
Bansal, P. and K. Roth: 2000, ‘Why companies go green: A model of ecological responsiveness’, Academy of Management Journal 43(4), 717-748.
Baumann, H., F. Boons and A. Bragd: 2002, ‘Mapping the green product development field: engineering, policy and business perspectives’, Journal of Cleaner Production 10(5), 409-425.
Berchicci, L. and W. Bodewes: 2005, ‘Bridging Environmental Issues with New Product Development’, Business Strategy and the Environment 14(5), 272–285.
Berger, I. E., P. H. Cunningham and M. E. Drumwright: 2007, ‘Mainstreaming Corporate Social Responsibility: Developing Markets for Virtue’, California Management Review 49(4), 132-157.
Chen, C.: 2001, ‘Design for environment: a quality-based model for green product development’, Management Science 47(2), 250-263.
Chen, Y. S., S. B. Lai and C. T. Wen: 2006, ‘The Influence of Green Innovation Performance on Corporate Advantage in Taiwan’, Journal of Business Ethics 67(4), 331–339.
Chung, Y. and C. Tsai: 2007, ‘The Effect of Green Design Activities on New Product Strategies and Performance: An Empirical Study among High-tech Companies’, International Journal of Management 24(2), 276-288.
Dyllick, T. and K. Hockerts: 2002, ‘Beyond the business case for corporate sustainability’, Business Strategy and the Environment 11(2), 130-141.
Eisenhardt, K.M.: 1989, ‘Building Theories from Case Study Research’, Academy of Management Review 14(4), 532-550.
Fraj-Andre’s, E., E. Martinez-Salinas and J. Matute-Vallejo: 2008, ‘A Multidimensional Approach to the Influence of Environmental Marketing and Orientation on the Firm’s Organizational Performance’, Journal of Business Ethics (published on-line October 2008).
Gauthier, C.: 2005, ‘Measuring Corporate Social and Environmental Performance: The Extended Life-Cycle Assessment’, Journal of Business Ethics 59(1/2): 199-206.
González-Benito, J. and O. González-Benito: 2006, ‘A Review of Determinant Factors of Environmental Proactivity’, Business Strategy and the Environment 15(2), 87–102.
Greenbiz: 2009, ‘Green Product Trends: More Launches, More Sales’, on line available at: http://www.greenbiz.com/news/2009/04/24/green-product-trends. Last accessed on 30 June 2009.
Hall, J. and H. Vredenburg: 2003, ‘The Challenges of Innovating for Sustainable Development’, MIT Sloan Management Review Fall, 61–68.
Hellström, T.: 2007, ‘Dimensions of Environmentally Sustainable Innovation: the Structure of Eco-Innovation Concepts’. Sustainable Development 15(3), 148–159.
Kaplan, S.: 1999, ‘Discontinuous innovation and the growth paradox’, Strategy & Leadership 27(2), 16–21.
Kassaye, W. W. and D. Verma: 1992, ‘Balancing traditional packaging functions with the new ‘green’ packaging concerns’, SAM Advanced Management Journal 57(4), 15-29.
McKinsey & Company: 2008, ‘How Companies Think About Climate Change: A McKinsey Global Survey’, The McKinsey Quarterly February.
Miles, M. and M. Huberman: 1994, Qualitative Data Analysis, (Sage, London, UK).
Miles, M. P. and L. S. Munilla: 1993, ‘The eco-orientation: an emerging business philosophy’, Marketing Theory and Practices 1(2), 43–51.
Miles, M. P. and J. G. Covin: 2000, ‘Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage’, Journal of Business Ethics 23(3), 299-311.
Ottman, J. A., E. R. Stafford and C. L. Hartman: 2006, ‘Green Marketing Myopia’, Environment 48(5), 22-36.
Ottman, J. A. (1997) Green Marketing: Opportunity for Innovation. NTC/Contemporary Books, Lincolnwood, IL.
Patton, M. Q.: 1990, Qualitative Evaluation and Research Methods, 2nd ed., (Sage Publications, Newbury Park, CA).
Peattie, K.: 1992, Green Marketing, (Pitman Publishing, London, UK), pp. 64–78.
Peattie, K.: 1995, Environmental marketing management: meeting the green challenge, (Pitman publishing, London, UK).
Porter, M. and F. L. Reinhardt: 2007, ‘A Strategic Approach to Climate’, Harvard Business Review 85(10), 22-26.
Porter, M. and C. van der Linde: 1995, ‘Green and Competitive: Ending the Stalemate’, Harvard Business Review September–October, 120–133.
Pujari, D., K. Peattie and G. Wright: 2004, ‘Organizational Antecedents of Environmental Responsiveness in Industrial New Product Development’, Industrial Marketing Management 33(5), 381-391.
Pujari, D., G. Wright and K. Peattie: 2003, ‘Green and competitive. Influences on environmental new product development performance’, Journal of Business Research 56(8), 657-671.
Pujari, D.: 2006, ‘Eco-innovation and new product development: understanding the influences on market performance’, Technovation 26(1), 76-85.
Rehfeld, K-M., K. Rennings and A. Ziegler: 2007, ‘Integrated product policy and environmental product innovations: an empirical analysis’, Ecological Economics 61(1), 91-100.
Roy, R., D. Wield, J. P. Gardiner and S. Potter: 1996, Innovative Product Development, (The Open University, Milton Keynes).
Seale, C.: 2000, The Quality of Qualitative Research, (Sage, London, UK).
Sharma, S. and H. Vredenburg: 1998, ‘Proactive corporate environmental strategy and the development of competitively valuable organizational capabilities’, Strategic Management Journal 19(8), 729-753.
Shrivastava, P.: 1995, ‘Environmental Technologies and Competitive Advantage’, Strategic Management Journal 16 (summer): 183–200.
Sterling, S.: 2008, ‘Momentum Builds for Sustainable Packaging’, Packaging World Magazine February, 60.
Van de Ven, A. H., D. E., Polley, R. Garud and S. Venkataraman: 1999, The innovation journey, (Oxford University Press, New York).
Yin, R. K.: 1981, ‘The Case Study Crisis: Some Answers’, Administrative Science Quarterly 26(1), 58-65.
Yin, R. K.: 1989, Case Study Research: Design and Methods, Revised Edition (Sage, Beverly Hills, CA).
Yin, R. K.: 2003, Applications of case study research, Second Edition, (Sage, London, UK).
York, J. (2009) Pragmatic Sustainability: Translating Environmental Ethics into Competitive Advantage. Journal of Business Ethics 85(1), 97–100.
Acknowledgments
Dr. Ashish Pujari gratefully acknowledges the support of Social Sciences and Humanities Research Grant (Grant No. 410-2005-1952) for conducting this research.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Dangelico, R.M., Pujari, D. Mainstreaming Green Product Innovation: Why and How Companies Integrate Environmental Sustainability. J Bus Ethics 95, 471–486 (2010). https://doi.org/10.1007/s10551-010-0434-0
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10551-010-0434-0