Resource-constrained product development: Implications for green marketing and green supply chains
Resource-constrained product development: Implications for green marketing and green supply chains
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DOI：
10.1016/j.indmarman.2012.04.007
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发表时间：
2012-05-01
影响因子：
10.3
通讯作者：
Iyer, Gopalkrishnan R.
中科院分区：
文献类型：
--
作者：
Sharma, Arun;Iyer, Gopalkrishnan R.
虽然在过去的几十年里，关于绿色营销的学术辩论和实践方法已经成熟，但一个尚未解决的核心难题是绿色产品的高价格与环境可持续性目标之间的权衡。一般来说，人们观察到绿色产品的价格较高，因为它们的消费和使用对环境无害。我们认为，在中国和印度等新兴国家观察到的资源约束型产品开发方法（或称为Jugaad）有可能改变传统的绿色产品开发模式。除了资源受限的产品开发方法提供的竞争优势外，我们建议这些实践具有可持续性和供应链效益。我们表明，创新过程主要依赖于节约工程，减少材料使用（从而减轻供应链负担），并以更低的价格满足绿色营销目标，因此，更实惠的价格。我们对理论和实践提出了几点启示。(C) 2012爱思唯尔公司版权所有，
While academic debates and practical approaches to green marketing have matured over the past few decades, one central conundrum that has remained unresolved has been the trade-off between the higher prices of green products and the objectives of environmental sustainability. In general, it has been observed that green products are priced at a premium to account for their environmentally friendly consumption and use. We argue that resource-constrained product development approaches (alternatively labeled Jugaad) that are observed in emerging countries such as China and India have the potential to change the traditional models of green product development. In addition to the competitive advantage that resource-constrained product development approaches provide, we suggest that these practices have sustainability and supply chain benefits. We show that the innovation process relies primarily on frugal engineering that reduces material use (thereby reducing burden on supply chain) and meets green marketing objectives at much lower, and therefore, more affordable prices. We draw out several implications for theory and practice. (C) 2012 Elsevier Inc. All rights reserved,