search query: @author Polonsky, M.J. / total: 4
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| Author: | Polonsky, M.J. Ottman, J. |
| Title: | Stakeholder's contribution to the green new product development process |
| Journal: | Journal of Marketing Management
1998 : JUL, VOL. 14:6, p. 533-557 |
| Index terms: | product development environmental protection environmental policy |
| Freeterms: | green marketing |
| Language: | eng |
| Abstract: | In order to develop green products organisations have to involve a broad set of stakeholders who have the environmental expertise the organisation lacks. While these stakeholders can be of assistance in organisation's green new product development (NPD) they can also threaten the process and indirectly influence organisations's activities. This article explores which stakeholders marketing managers believe should be involved in the green NPD and how this involvement can be established. |
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