03899nam a22005775i 4500 978-3-031-50333-7 DE-He213 20251030111417.0 cr nn 008mamaa 240205s2024 sz | s |||| 0|eng d 9783031503337 978-3-031-50333-7 10.1007/978-3-031-50333-7 doi HD62.5 KJH bicssc BUS025000 bisacsh KJH thema Nygaard, Arne. author. (orcid)0000-0002-6179-4233 https://orcid.org/0000-0002-6179-4233 aut http://id.loc.gov/vocabulary/relators/aut 70633 Green Marketing and Entrepreneurship [electronic resource] / by Arne Nygaard. 1st ed. 2024. Cham : Springer International Publishing : Imprint: Springer, 2024. XV, 169 p. 57 illus., 54 illus. in color. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Green Transition to Sustainable and Circular Economy -- Business Ethics, the Stakeholder Perspective and Circular Business Models -- Green Price and Product Strategy -- Green Promotion and Marketing Communication -- Green Supply Chain Management (Place) -- Stakeholder Analysis and Certification Strategy -- Green SWOT Analysis -- Green Segmentation, Targeting, and Strategic Positioning -- Authenticity, Blockchain Technology and Green Marketing. . This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the "tragedy of the commons" and "greenwashing." Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world. Entrepreneurship. New business enterprises. 61729 Sustainability. 57661 Industrial Management. 58197 Communication in organizations. 60034 Industrial organization. 57885 Entrepreneurship. Sustainability. 57661 Industrial Management. 58197 Corporate Communication. 70634 Industrial Organization. 57885 SpringerLink (Online service) Springer Nature eBook Printed edition: 9783031503320 Printed edition: 9783031503344 Printed edition: 9783031503351 https://doi.org/10.1007/978-3-031-50333-7 ZDB-2-BUM ZDB-2-SXBM 57497 57497