Enterprise Action, Marketing Management, and Green Marketing Strategies

Managers of smaller manufacturing enterprises face demand for green products and services from a variety of public sources, but mainly from consumers. Demand for green products and services is typically expressed in the broad context of green strategy. Green strategy as perceived by the public is not clearly defined and is a major challenge for managers of many smaller manufacturing enterprises. Consumers have clear perceptions and definitions of what a green strategy ought to be — a rational utilization of societal and enterprise resources, particularly energy. Consumers expect managers of smaller manufacturing enterprises to respond to their challenges, which in practice mean redefinition and modification of marketing initiatives. Managers must develop an understanding of what green strategy represents for their marketing initiatives. A commitment to green strategy for smaller manufacturing enterprises, as defined by the public and consumers, requires major changes often leading to reexamination of objectives and goals and, more specifically, marketing strategies…