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Presentation
Product Portfolio Strategies for Green Products
POMS Annual Meeting (2011)
  • Arda Yenipazarli, Georgia Southern University
  • Asoo J. Vakharia, University of Florida
Abstract
“Green” is now markedly mainstream. Today, there are substantial numbers of consumers who are espousing environmental values and changing their shopping lists. Besides, a growing selection of green products is designed to deliver convenience, lower costs, and perform better than their brown counterparts. The analysis of green products that have scored market success in the past indicate that successful green products are able to either offer mainstream appeal or serve green market niche. In this paper, we analyze three green product development strategies and attempt to provide guidance to executives for crafting these strategies effectively.
Keywords
  • Green products,
  • Environmental values,
  • Green product development strategies
Disciplines
Publication Date
April 30, 2011
Location
Reno, NV
Citation Information
Arda Yenipazarli and Asoo J. Vakharia. "Product Portfolio Strategies for Green Products" POMS Annual Meeting (2011)
Available at: http://works.bepress.com/arda_yenipazarli/18/