1. Introduction
Green branding and sustainability have attracted much attention from both the practitioners and academics from different business disciplines, such as marketing, supply chain management, and information management. Despite the increasing salience for being greener and more sustainable (due to, for example, climate change and environmental legislation), no holistic framework exists on how to build green industrial brands and industrial corporate brands. Building strong green industrial brands requires not only green marketing, but also green operations and green supply chain management. In addition, globalization and international sourcing exert extra pressure and challenges on designing and implementing a truly green and sustainable supply chain from the global perspective.
Whether or not sustainable/green supply chains can be integrated with green industrial marketing in building greener organizations and industrial brands is still unclear. For example, how industrial organizations can make use of both supply chain sustainability and green industrial marketing to create a competitive edge in the marketplace and along the supply chain network is not well formulated. From operations and supply chain side, for example, the reduction of waste (such as operations efficiency, delivery and distribution network), which is the core principle of lean operations, could be considered as a form of sustainability. Advances in information technology can also help to reduce waste (e.g. papers and energy) to a certain extent. A number of other tools such as life cycle assessment, eco-design for cradle-to-cradle product development, etc., are available. However, they are, including lean philosophy, usually not linked to industrial marketing. This is not surprising because the aforementioned tools or techniques are more visible internally than externally. From marketing perspective, for example, although green consumers and consumption have received some attention, little is known on the factors on green B2B marketing and green organizational purchase behavior. Better understanding on how and why organizations choose green suppliers has significant implications for green B2B marketing. Green industrial branding could be an important industrial marketing effort in conveying the capability of sustainability. However, further development in this regard is needed. In addition, green industrial branding requires green industrial product development. Little is known on the factors on green new industrial product development or how green new industrial products are adopted by organizations. Specifically, we know little of whether and how green supply chain enables green new industrial product development.
In this editorial, we first review some key literatures relating to green marketing strategy, green supply chain management, and the role of technology of in green management. We then introduce the articles appearing in this special issue.
1. บทนำสีเขียวสร้างตราสินค้าและความยั่งยืนได้ดึงดูดความสนใจมากจากทั้งผู้ และนักวิชาการจากสาขาธุรกิจที่แตกต่างกัน เช่นการตลาด ซัพพลายเชนบริหาร และจัดการข้อมูล แม้ salience เพิ่มขึ้นสำหรับสีเขียว และยั่งยืนมากขึ้น (เนื่องจาก ตัวอย่าง การเปลี่ยนแปลงสภาพภูมิอากาศและการบังคับใช้กฎหมายสิ่งแวดล้อม), ไม่มีกรอบแบบองค์รวมอยู่ในการสร้างแบรนด์อุตสาหกรรมสีเขียวและแบรนด์ขององค์กรอุตสาหกรรม อาคารแข็งแรงแบรนด์อุตสาหกรรมสีเขียวต้องไม่เพียงแต่การ ตลาดสีเขียว แต่ยังสีเขียวการดำเนินงาน และบริหารห่วงโซ่อุปทานสีเขียว นอกจากนี้ โลกาภิวัตน์และการจัดหานานาชาติแรงเพิ่มความดันและความท้าทายในการออกแบบ และดำเนินการห่วงโซ่อุปทานสีเขียวอย่างแท้จริง และยั่งยืนจากมุมมองของโลกWhether or not sustainable/green supply chains can be integrated with green industrial marketing in building greener organizations and industrial brands is still unclear. For example, how industrial organizations can make use of both supply chain sustainability and green industrial marketing to create a competitive edge in the marketplace and along the supply chain network is not well formulated. From operations and supply chain side, for example, the reduction of waste (such as operations efficiency, delivery and distribution network), which is the core principle of lean operations, could be considered as a form of sustainability. Advances in information technology can also help to reduce waste (e.g. papers and energy) to a certain extent. A number of other tools such as life cycle assessment, eco-design for cradle-to-cradle product development, etc., are available. However, they are, including lean philosophy, usually not linked to industrial marketing. This is not surprising because the aforementioned tools or techniques are more visible internally than externally. From marketing perspective, for example, although green consumers and consumption have received some attention, little is known on the factors on green B2B marketing and green organizational purchase behavior. Better understanding on how and why organizations choose green suppliers has significant implications for green B2B marketing. Green industrial branding could be an important industrial marketing effort in conveying the capability of sustainability. However, further development in this regard is needed. In addition, green industrial branding requires green industrial product development. Little is known on the factors on green new industrial product development or how green new industrial products are adopted by organizations. Specifically, we know little of whether and how green supply chain enables green new industrial product development.ในกองนี้ เราต้องทบทวน literatures บางคีย์ที่เกี่ยวข้องกับการตลาดกลยุทธ์ การจัดการโซ่อุปทานสีเขียว และบทบาทของเทคโนโลยีในการจัดการสีเขียวสีเขียว เราแนะนำบทความที่ปรากฏในฉบับพิเศษนี้แล้ว
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1. Introduction
Green branding and sustainability have attracted much attention from both the practitioners and academics from different business disciplines, such as marketing, supply chain management, and information management. Despite the increasing salience for being greener and more sustainable (due to, for example, climate change and environmental legislation), no holistic framework exists on how to build green industrial brands and industrial corporate brands. Building strong green industrial brands requires not only green marketing, but also green operations and green supply chain management. In addition, globalization and international sourcing exert extra pressure and challenges on designing and implementing a truly green and sustainable supply chain from the global perspective.
Whether or not sustainable/green supply chains can be integrated with green industrial marketing in building greener organizations and industrial brands is still unclear. For example, how industrial organizations can make use of both supply chain sustainability and green industrial marketing to create a competitive edge in the marketplace and along the supply chain network is not well formulated. From operations and supply chain side, for example, the reduction of waste (such as operations efficiency, delivery and distribution network), which is the core principle of lean operations, could be considered as a form of sustainability. Advances in information technology can also help to reduce waste (e.g. papers and energy) to a certain extent. A number of other tools such as life cycle assessment, eco-design for cradle-to-cradle product development, etc., are available. However, they are, including lean philosophy, usually not linked to industrial marketing. This is not surprising because the aforementioned tools or techniques are more visible internally than externally. From marketing perspective, for example, although green consumers and consumption have received some attention, little is known on the factors on green B2B marketing and green organizational purchase behavior. Better understanding on how and why organizations choose green suppliers has significant implications for green B2B marketing. Green industrial branding could be an important industrial marketing effort in conveying the capability of sustainability. However, further development in this regard is needed. In addition, green industrial branding requires green industrial product development. Little is known on the factors on green new industrial product development or how green new industrial products are adopted by organizations. Specifically, we know little of whether and how green supply chain enables green new industrial product development.
In this editorial, we first review some key literatures relating to green marketing strategy, green supply chain management, and the role of technology of in green management. We then introduce the articles appearing in this special issue.
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