Green New Product Development: The Pivotal Role of Product Greenness

This study aims to develop an integrative framework for green new product development (NPD) based on the existing literature and to empirically study the applicability of that integrative framework. This study answers three calls: for research that is rooted in a traditional NPD perspective, for res...

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Bibliographic Details
Published in:IEEE transactions on engineering management 2013-05, Vol.60 (2), p.315-326
Main Authors: Driessen, P. H., Hillebrand, B., Kok, R. A. W., Verhallen, T. M. M.
Format: Article
Language:English
Subjects:
Case studies
chemical industry
Companies
Complexity
design for the environment
Empirical analysis
Engineering management
food industry
Foods
Green products
Industries
Innovations
Interviews
Market positioning
Marketing
new product development (NPD)
Product development
Product innovation
product innovations
Regulators
Studies
sustainability
Sustainable development
Technological innovation
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Summary:This study aims to develop an integrative framework for green new product development (NPD) based on the existing literature and to empirically study the applicability of that integrative framework. This study answers three calls: for research that is rooted in a traditional NPD perspective, for research that integrates marketing aspects in a model of green NPD, and for research that acknowledges variations in greenness. The results from eight case studies in two industries (i.e., the chemical and food industries) substantiate the integrative framework and suggest that it provides a good basis for understanding green NPD. The study demonstrates that green NPD is not fundamentally different from traditional NPD but does contain features and underlying mechanisms that reflect the increased complexity of green NPD. The framework incorporates the targeting and positioning of green product innovations, thus establishing itself as a holistic framework. Most importantly, the study shows how greenness plays a pivotal role in tying the various elements of the framework together. The realized greenness of a new product is a central concept that helps managers understand complex relationships among industry type, green targeting, and green positioning.
ISSN:0018-9391
1558-0040
DOI:10.1109/TEM.2013.2246792