Vol. 3, Issue 9 (2017)
A study on challenges of developing a green growth strategy
Author(s): Saroda Chatterjee
Abstract: ‘Green’ phenomenon is an innovative exemplar in the arena of Green Economy. In today’s dynamic world green is a very renowned and flattering topic which encompasses every phase of our life. The environment, developing economies, consumers, corporate strategy, the product, production processes and supply chain benefit from green growth. The obvious benefactor of green growth is the environment. Moreover, managers of corporate strategy realize multiple benefits from a green approach to marketing. Companies that incorporate ecological consciousness into their mission statements and strategy enhance their images among consumers, employees, investors, insurers and the general public. It is a well-known fact that some consumers have strong affinities towards green products, and approaching the market with an ecological focus which enhances image of the brand among these consumers. Corporate initiatives that emphasize a green orientation to markets have several implications to their workforce. Our study revealed that the impact of green growth in the Indian economy along with product development, production and the supply chain which have potential to achieve higher levels of triple bottom line performance via green marketing.