Marketing Strategies and Market Prospects for Environmentally-Friendly Consumer Products1

Recent evidence suggests that the extent of consumer adoption of ‘green’ products is much less than would be indicated by the enthusiastic opinion poll evidence concerning public attitudes towards environmentally-friendly consumption. This paper reports on an empirical analysis of firms' marketing strategies and their influence on consumer demand for green products. In twenty 2–3 hour interviews with senior managers, four representative groups of markets were analysed household detergents, paper (recycled), petrol (unleaded) and automobile technology (focusing on catalytic converters). According to managers, firms' marketing strategies influenced consumer demand by making green technologies available in the fwst instance. However, barriers to supplying green products that show panty with, or better performance than, conventional technologies constrain pricing and communication efforts Managers stressed that, in the absence of clarity of green products' environmental benefits, product performance and other attributes, not green benefits, remain the main determinants of product preference and choice. Promotions focused much more on consumers than distribution channels, yet channel acceptance and support of green innovations are paramount in facilitating sales. Firms see the costs of generating and promoting desirable green technologies as barriers to diffusion in the immediate future. Legislation and/or economic incentives may help, but manufacturers are not optimistic that future green consumption rates will accelerate. The results also highlight several propositions concerning the discrepancy between consumer environmental concerns and purchasing actions which warrant further testing: there is mis-specification of green products in relation to consumers'needs; there are barriers to perceptions of green products' environmental impact and consumers' free ride due to individual self-interest.     

Search techniques for zinc ore using computer simulation

Zinc ore exploration is generally undertaken through deep drilling in the area adjacent to the outcrop. Experience in one complex geological area suggests that, in that area, exploration might be more profitable if short holes were drilled to bedrock to locate the zinc ore body at the sub-outcrop (the interface between bedrock and the soil and glacier deposited cover).This problem is evaluated by assuming three logical shapes and sizes of ore body and selecting a method for drilling by utilizing a computer model to simulate drilling.The test results indicate that costs of using this proposed method of exploration are substantially less than the traditional approach of exploring for zinc ore and that probabilities of success can be predetermined.     

Business planning in successful small firms

Strategic planning has been widely publicized during the last decade, but what has been accomplished by this management activity in smaller, high-growth firms? Business plans have been widely recommended for start-up funding, but we have noted additional uses for business plans in pratice. This article reports methods and results of strategic planning and written business plans in high-growth ‘INC. 500’ firms. In spite of a variety of obstacles, over half of the firms conduct strategic planning on a regular basis. Results of this study show that fast-growth firms develop written business plans as a product of strategic planning, mainly by five key management personnel. Written business plans are used more for internal management purposes than for start-up funding. Finally, the completion of strategic planning is positively associated with a firm's profitability. Based on survey and interview data, this article describes a four-phase model to help ensure effective integration of strategic planning processes and the resulting written business plans.     

Strategic planning for multinationals—The views of governments and scientists

The purpose of the project described in this paper was to study the environmental changes that influence the strategic planning of multinational firms. The environment of any business or government consists of all things external to an organization which influence it, such as political climate, social situation, international economics, etc. The changes in the strategic planning procedures of firms have been reported elsewhere. This article concentrates on the role that three governments in north-western Europe play in multinational business planning and the views of a number of scientists concerning the interaction of environmental conditions and the strategic planning of multinational firms.     

Environmental scanning and forecasting in strategic planning—The state of the art

The objective of this paper is to shed some light on the practical state of the art of the environmental scanning and forecasting function in organizations. Planners were questioned through a multi-faceted survey and the findings supported the conclusion that organizations have not yet widely developed sophisticated systems and integrated their outputs into the strategic planning process.     

The business portfolio approach—Where it falls down in practice

During the past decade the SBU (or portfolio) concept has enjoyed widespread popularity as a basis for corporate-wide strategic planning systems within large, diversified firms. This article discusses the implementation of such systems on the basis of 3 years of clinical and small sample research. A ‘basic model’ of implementation is used as a basis for comparison to progressive practice as observed in a sample of 13 firms. Furthermore, a new conceptual perspective for the portfolio concept is developed as a complement to the observed approach to implementation.     

Teacher training in norm setting approaches to drug education: a pilot study comparing standard and video-enhanced methods

Norm setting has been shown to be a crucial element of effective drug education. The purpose of this study was to examine the degree to which a videotape describing concepts and methods for establishing positive norms would enhance standard training. Participants included 35 teachers and 64 health education students who were randomly assigned to the standard training condition or the video-enhanced training. Participants completed pretest and posttest measures of beliefs, attitudes, and knowledge concerning prevention methods. Both the standard and the video-based instruction produced improved understanding of norms and norm setting prevention methods. However, the video-based instruction resulted in several notable improvements beyond what was achieved in standard instruction. Video training can be an important tool as research-based drug abuse prevention achieves wide-scale dissemination. It offers a way of standardizing training and has the potential to increase the fidelity with which prevention programs are implemented.     

On monotonicity in economies with indivisible goods

We consider the problem of fair allocation in economies with indivisible objects that may or may not be desirable (for instance, activities that may or may not be pleasurable but have to be carried out unless there are not enough agents for that). We search for efficient solutions satisfying two additional properties. First, each agent should find his bundle at least as desirable as the bundle that would be assigned to him in the hypothetical economy in which all agents have preferences identical to his, under equal treatment of equals and efficiency. In a preliminary step, we show that there is no logical relation between this requirement and no-envy, and between it and egalitarian-equivalence. We also establish the existence of efficient allocations satisfying it. The second property, object monotonicity, says that the availability of additional objects either has a negative impact on everyone's welfare, or it has a positive impact on everyone's welfare. We show that there is no object-monotonic selection from the correspondence that associates with each economy its set of efficient allocations meeting an even weaker version of the bound.I am grateful to Atila Abdulkadiroglu, Koichi Tadenuma, and a referee for their very helpful comments.