Title: Sustainable new product commercialisation: from Blue Oceans to Green Oceans

Authors: Paul R. Lamore

Addresses: Department of Business and Management, McGowan School of Business, King's College, 133 North River Street, Wilkes-Barre, Pennsylvania 18711, USA

Abstract: For new product introductions, the need to meet competitive price points may lead to tension over product safety decisions, manufacturing methods and location, materials selection, and the means of disposal after use. The construct |sustainable commercialisation orientation| is introduced, which entails designing and manufacturing products with an integrated system-wide perspective. A |Green Ocean| strategic sequence model is presented that allows for simultaneously meeting market requirements in terms of benefits and costs, and also taking into account the firm|s social responsibilities towards its stakeholders. Arguments are presented for future empirical research into sustainable new product commercialisation.

Keywords: sustainability; product design; new product development; NPD; product commercialisation; organisational culture; social responsibility; strategy; new product introduction; NPI; sustainable commercialisation.

DOI: 10.1504/IJSEI.2011.043743

International Journal of Social Entrepreneurship and Innovation, 2011 Vol.1 No.2, pp.163 - 175

Published online: 19 Nov 2011 *

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