Essay on Business Sustainability

1064 Words5 Pages
Increased expectations from society and demands to attract, satisfy and retain customers have made it strategically vital for companies to adopt practices and create products that strive to protect the natural environment. (Dangelico and Pujari 2010)
This review of Bansal and Roth (2000) and Dangelico and Pujari (2010) aims to advance our understanding on the motives surrounding why companies choose to go green, different types of green products and challenges facing companies that integrate environmental (green) sustainability in product innovation.
In these studies, Bansal and Roth (2000) and Dangelico and Pujari (2010) apply theoretical sampling of 53 various firms in UK and Japan and in-depth interviews in 12 manufacturing firms in
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Both studies concur that the 3 motivations which push company to go green are competitiveness, legitimation and ecological responsibility. Under the motivation of competitiveness, firms engage in activities that increase their market share and reputation for instance development of green products , however ecologically responsible firms focus more on concern for social good as initiatives are majorly borne out of internal sensitivity to environmental issues . Firms motivated by legitimation are viewed differently by the authors, although they agree that a primary objective of these firms was to comply with set environmental regulations by avoiding bad publicity and penalties, Dangelico and Pujari (2010) suggest that these regulations mostly resulted to new business opportunities as new government policies could most times give room for business ideas.
The interaction of these 3 motivations often co-exist within a company, further explored by Bansal and Roth (2000) with a set of contextual variables; Issue salience (tangible ecological issues), field cohesion (formal and informal organizational network ties) and individual concern (personal values influencing motivation) leading to an advanced model of
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