ISM AND ISEG MBA - Développement durable

ecologically sensitive business practices. Indeed, some small companies operate in regions or
industries that are ideally suited to green production. Many companies that provide goods (e.g.
equipment and clothing manufacturers) or services (e.g. retail stores, guiding services) to
mountain bikers, canoeists, campers, and other aficionados of outdoor life, are very careful to
operate in environmentally friendly ways. Similarly, companies that operate in geographical
regions that are very supportive of environmental protection may well publicize their use of green
production methods and strategies. The value of the goodwill prevailing in such situations should
not be underestimated.
Small business consultants, meanwhile, advise their clients to carefully research the obligations
that a commitment to green production entails before making any decision. Sometimes, the
smaller business has difficulty securing the necessary financing to switch physical operations to a
green production mode. Moreover, higher operating costs as a result of changes to green
production methods sometimes result in higher prices for customers, and a consequent drop in
sales. Whilst larger companies can usually shrug off such ripple effects with ease, smaller
businesses are often less able to do so. But consultants acknowledge that green production
methods are also capable of boosting business, increasing sales whilst decreasing production
costs. Indeed, proponents argue that for many small businesses, and especially new ventures
where there is not yet an established mode of operation, green production can be a rewarding
business philosophy.
2. Product
The product is probably the most important item in the Mix Marketing of companies. Indeed, it is
the result of the company's research and development work, not only as regards its manufacture,
but also in the way it is commercialized and distributed. Moreover, the product is the common
factor tying the company to the consumer and ideally responding to the latter's needs. The
consumer should be left with a positive image of the company which supplies the answer to his
needs.
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