Journal of Systems and Information Technology

B2B green marketing and innovation theory for competitive advantage : Table of Contents

Valerie L. Vaccaro — Sat Nov 14 08:00:19 GMT 2009

Abstract:
Purpose – In these economically and ecologically challenging times, the purpose of this paper is to investigate how innovation theory can be used to design more effective, proactive B2B green marketing strategies in order to meet the triple bottom line of economic, social, and ecological sustainability. Design/methodology/approach – This conceptual paper provides a literature review of green marketing strategies and competitive advantage, and relates it to diffusion of innovation theory in a new way. First, a brief overview is described of corporate social responsibility (CSR) theories related to green marketing, with this paper providing value by adding innovation theory to address the gap in the literature. Next, a discussion is provided on reactive and proactive B2B green marketing strategies, degrees of innovation, and diffusion theory research, and propositions are developed. Then, a new model is presented on B2B green marketing innovation strategies and competitive advantage. Next, a conceptual analysis is presented using a diffusion of innovation characteristics framework to show relationships of the innovation characteristics with proactive B2B green marketing strategies and competitive advantage. Findings – Five propositions are developed to reflect the relationship of B2B green marketing strategies with types of innovations and competitive advantage. In addition, a conceptual analysis found seven areas of B2B proactive green marketing strategies related to the diffusion of innovation characteristics. Findings also showed diffusion characteristics are associated with 11 key benefits of sustainable B2B green marketing competitive advantage. Research limitations/implications – Limitations and managerial implications are discussed. Also, this paper suggests recommendations related to diffusion of innovation characteristics in future research. Practical implications – This paper provides a diffusion of innovation characteristics framework to test the effectiveness of B2B green marketing strategies and to help generate competitive advantages in an ecologically-sustainable way. Managerial implications are discussed on how organisations can achieve successful competitive advantage while contributing to environmental sustainability for the common good of society. Originality/value – This study addresses a gap in the literature on environmental/green marketing by being the first study to expand the CSR category of instrumental theories to include diffusion of innovation theory. Diffusion of innovation theory is applicable to green marketing because it includes new innovations (products, services, processes, etc.). An application of diffusion of innovation characteristics and their relationship to proactive B2B green marketing strategies can help shed light on how to increase the rate of adoption for green products, services, and processes to create a competitive advantage, and at the same time, help move the world toward greater ecological sustainability.

Managing greenness in technology marketing : Table of Contents

Henri Simula, Tuula Lehtimäki and Jari Salo — Sat Nov 14 08:00:19 GMT 2009

Abstract:
Purpose – Technology product manufacturers and marketers must take into account that customers' awareness and appreciation of the benefits of green technology and products have increased. The purpose of this paper is to determine how technology firms can benefit from green marketing and what pitfalls there are to avoid. Design/methodology/approach – Based on a review of green marketing literature, the paper introduces four approaches to green marketing by means of a matrix outlining four factors associated with perceived and actual greenness of new products and new technology. Then, for each of the four approaches, an appropriate coping strategy is proposed that includes the issues that firms should consider when they use green marketing. Findings – Customers' green values should be well understood when marketing plans for technology products are developed and implemented. Green marketing arguments should be communicated to customers in a coherent and truthful way, to avoid customer scepticism or disbelief. Research limitations/implications – The paper calls for an increased awareness of the way to utilize green marketing in technology firms. Supporting empirical evidence is still needed from future studies. Originality/value – The contribution of the paper to academics and practitioners is increased understanding of how green marketing can be applied in technology firms.

Green brand extension strategy and online communities : Table of Contents

Patrali Chatterjee — Sat Nov 14 08:00:19 GMT 2009

Abstract:
Purpose – The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact. Design/methodology/approach – The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured. Findings – Results suggest that consumers are more likely to purchase green extensions of products with high perceived environmental impact and that current consumers prefer green line extensions to green category extensions. Both have similar reciprocal impact on parent brand evaluation among current consumers. Research limitations/implications – The data have external validity but lack the control possible in laboratory experiments. Future research should replicate the study in other product categories. Practical implications – Managers of established brands should consider brand extensions of products associated with high environmental impact only. Originality/value – This paper examines managerial implications of line vs category extension strategies for green brand extensions of established brands.

Characteristics of innovation in adopting a renewable residential energy system : Table of Contents

Aija Tapaninen, Marko Seppänen, Saku Mäkinen — Sat Nov 14 08:00:19 GMT 2009

Abstract:
Purpose – The purpose of this paper is to investigate the criteria influencing the adoption of innovation in the empirical context of renewable residential energy solutions, particularly the wood pellet heating system. Design/methodology/approach – The study carried out an extensive literature review on Rogers’ characteristics of innovation theory and then complemented it with a content analysis on empirically perceived characteristics of wood pellet heating systems. Findings – The literature review shows that most of the previous studies employ the characteristics of innovation but do not confirm the usability of the Rogers framework as a whole. In addition, our empirical results demonstrate that relative advantage is the predominant characteristic in the adoption of residential energy systems. Research limitations/implications – The limitations of the literature review and the biases of empirical findings are discussed. For instance, there are limitations that the study is based on single country data and its theoretical approach relies on only one theory, Rogers’ characteristics of innovation. Practical implications – In order to achieve sustainable strategic advantage, firms providing renewable energy solutions should attempt to communicate clearly the relative advantages instead of attempting to, for instance, offer an opportunity for trialling such green energy systems. Originality/value – The paper highlights the use of characteristics of innovation and further empirically examines the perceived characteristics of an innovation considering green investments in residential heating systems. Owing to the exploratory nature of the study, the results provide a gateway to a number of possible avenues for future research.