MARKET SUCCESS FACTORS OF SUSTAINABLE PRODUCTS

Abstract

This article investigates dimensions and factors that according to the perception of business managers drive the market success of environmentally sustainable products. Initially, publications related to new products introduced to the market (with or without environmental focus) were evaluated. Four complementary dimensions were identified as responsible for proper performance: (i) Market Knowledge, (ii) Interfunctional Collaboration, (iii) Knowledge Integration Mechanisms, and (iv) Generative Learning. Considering the above, an exploratory study following a qualitative approach was conducted with managers that work in the Brazilian market. For the choice of the respondents, some characteristics were considered, such as growth in the sector of activity where the organization works, and the area that they manage. Results lead to the validation and ranking of the factors and dimensions mentioned in the literature. They also allowed the identification of new factors as: technological domain, competitive price, quality, company's brand, and payback. Moreover, considering the variables described and the relationships established among them, it was inferred that technological domain can be considered as a dimension. This suggestion is based on the respondents' perception concerning "technological domain", such as: specialized people, research budget, and also budget for facilities and equipment. The study also shows deeper difference among practice areas than among sectors. Based on the list of factors that was generated, new studies are recommended to measure the impact of the factors and dimensions on the success of green products.