Linking Environmentalism and Marketing Strategy: A Key to Sustainable Success

Abstract

Protecting, conserving, and preserving the physical or "green" environment (i.e., environmentalism) will increasingly become a crucial challenge to the success of American businesses in the years to come. According to Sony President Akio Morita, one of the central issues that will be facing businesses in the 21st century will most likely pertain to the physical environment (Winsemius and Guntram 1992). Two recent survey studies concur with Morita's observation. The Harvard Business Review's findings based on a world-wide survey of 12,000 managers suggest that "environmental issues such as waste disposal and pollution are the second highest social priority" of the respondents (Kanter 1991: 156). Additionally, the findings of a study sponsored by the American Marketing Association report that concern over the physical environment has clearly emerged as the most important issue affecting [global] marketing (Czinkota and Ronkainen 1992).