Sustainable new product commercialisation: from Blue Oceans to Green Oceans

摘要

For new product introductions, the need to meet competitive price points may lead to tension over product safety decisions, manufacturing methods and location, materials selection, and the means of disposal after use. The construct 'sustainable commercialisation orientation' is introduced, which entails designing and manufacturing products with an integrated system-wide perspective. A 'Green Ocean' strategic sequence model is presented that allows for simultaneously meeting market requirements in terms of benefits and costs, and also taking into account the firm's social responsibilities towards its stakeholders. Arguments are presented for future empirical research into sustainable new product commercialisation.