Overview
- Explains how companies can successfully innovate and market their products in an age of ethically aware customers
- Is up-to-date with the latest concepts such as blockchain and the circular economy
- Provides the basis of master's and PhD courses in sustainable entrepreneurship
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About this book
This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the "tragedy of the commons" and "greenwashing." Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world.
Keywords
- Disruptive
- Sustainable Blockchain Technology
- Sustainable Smart Contracts
- Green Smart Contracts
- Eco-opportunism
- Sustainable Performance
- Non-linear Green Strategy
- Green Clusters Effects
- Limits to Green Growth
- Plural Organizational Forms
- Waste Pyramid
- Critical Sustainable Strategic Resources
- Green Nudging
Table of contents (9 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the author
Arne Nygaard, is a professor at Kristiania University College. He's a prolific researcher in sustainable development, with over 50 scholarly articles and 7 books. His work on sustainability has been featured in journals like Business Strategy and the Environment, Journal of Cleaner Production, Circular Economy and Sustainability, Journal of Business Ethics, and others. Furthermore, he has served as a guest editor for sustainability journals like the Journal of Business Strategy and the Environment and the Journal of Business Ethics, as well as an associate editor for the journal Frontiers in Sustainability.
Bibliographic Information
Book Title: Green Marketing and Entrepreneurship
Authors: Arne Nygaard
DOI: https://doi.org/10.1007/978-3-031-50333-7
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024
Hardcover ISBN: 978-3-031-50332-0Published: 06 February 2024
Softcover ISBN: 978-3-031-50335-1Published: 07 February 2025
eBook ISBN: 978-3-031-50333-7Published: 05 February 2024
Edition Number: 1
Number of Pages: XV, 169
Number of Illustrations: 3 b/w illustrations, 54 illustrations in colour
Topics: Entrepreneurship, Sustainable Development, Engineering Economics, Organization, Logistics, Marketing, Corporate Communication/Public Relations, Industrial Organization