Green-Product Brand Strategy in Japanese Manufacturing and Construction Industries

Provided by: Fujitsu
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Format: PDF
This paper shows that green-brand companies tend to be evaluated environmentally higher than other companies, and that a significant relationship is found between green-product brand strategy and green-corporate brands in Japan. As well as the voluntary demand stemming from increased environmental concerns, the political approach, such as the Green Procurement Act, has enlarged the Japanese green-products market. Since companies also have begun to supply green products aggressively, the supply of green products itself becomes nonsense to differentiate from other companies. To establish a competitive advantage in the green market, a company has to choose a strategy that creates additional demand by means of the brand environmental value of its green products.

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