ISM AND ISEG MBA - Développement durable

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change convention, is taken as the driver. One of the resulting demands is increased energy efficiency and eco-efficiency. By evaluating what is, or will soon be, in demand, as well as the products or technologies currently on the market, the companies can assess which technology they should develop. The technologists, the innovators, and the researchers can use technology trees to identify the relationship between a technology they may be developing and the international agreements that will drive the new technologies: is there a place for their technology on one of the trees? They can gauge the importance of their technology to particular sustainable development goals. They can identify competing technologies that occupy the same niche, then compare cost and performance, and identify unmet needs for technical innovation. The companies in small and medium-sized businesses can use technology trees to identify promising technologies that can leapfrog existing control strategies, to obtain an initial idea of the likely market for a particular technology and to identify technologies that are competing for a particular niche and select the one with the most technical, financial, and marketing advantages. The investors and the financiers can use technology trees to situate a proposed technology relative to market drivers and mandated goals, to identify competing technologies and evaluate any competitive advantage, to identify potential markets for a new technology. The policy planners can use technology trees to survey possible technology responses and identify opportunities for accelerating market penetration, to orient government activities, in the fields of industrial strategy, environmental regulation, research, and training, towards technologies that promote sustainable development, and to identify technologies that merit a government support. There are four generations of environmental technology, ranging from remediation to sustainable. Some technologies can be modified in order to reach the next step along the evolutionary path. 52
The progression reflects the increasing sophistication of science and society in dealing with environmental problems. This model can help companies understand the risks and opportunities that exist along the way. The first generation, remediation technologies, treat environmental problems after they have occurred, and attempt to repair or remediate the damage. They include various soil clean-up methods, treatment of surface or ground water, and a variety of technologies to restore damaged or degraded landscapes. Remediation technologies are typically expensive, and prove the adage that an ounce of prevention is worth a pound of cure. The next generation is abatement technologies. During the last 30 years, many abatement technologies have been developed to capture or treat pollutants before they escape into the environment. These employ physical, chemical, or biological mechanisms to reduce emissions. They can include municipal sewage processing systems, catalytic converters for cars, heavy metal treatment for the plating industry, and electrostatic precipitators and flue gas desulphurization equipment for coal-fired power plants. Generally, these technologies do not eliminate the pollutant; they merely capture or treat the waste stream before it enters the environment. Abatement technologies are usually capital and technology-intensive, they require large amounts of energy and resources to operate, and produce a waste disposal problem of their own. Most regulatory and investment activity in the environmental field remains focused on abatement technologies. The huge industries have developed to serve these markets, and billions of dollars have been spent to purchase and install abatement technologies. Vested interests have hampered the transition to the next generation of technologies. The pollution prevention technologies, the third generation, are attracting the interest of regulators, policymakers, and the private sector. Generally, there are two types of pollution prevention technologies: first, improved processes that avoid the production of pollutants (for example paper-making processes that eliminate chlorine bleaching, cleaning techniques that eliminate toxic solvents, and farming practices that eliminate the use of chemical pesticides and 53
Page 1 and 2: ISM AND ISEG MBA Green Marketing Ho
Page 3 and 4: 4. Product review .................
Page 5 and 6: Introduction Hardly a day passes wi
Page 7 and 8: Part I: Green Marketing and sustain
Page 9 and 10: give a human approach. This serves
Page 11 and 12: Triple Bottom Line is the name give
Page 13 and 14: It was in the 1970's that ecologica
Page 15 and 16: Note that social and environmental
Page 17 and 18: Ecological viability: a project is
Page 19 and 20: The model is constructed from a thr
Page 21 and 22: considered to fundamentally include
Page 23 and 24: There are several types of limit. F
Page 25 and 26: The selling price can also prove to
Page 27 and 28: Part II: Marketing Mix Today, custo
Page 29 and 30: ecologically sensitive business pra
Page 31 and 32: a. New product concepts These new c
Page 33 and 34: Life cycle of a Green Product The a
Page 35 and 36: Eco conception is depicted by the f
Page 37 and 38: New terminology includes such phras
Page 39 and 40: Numerous conceptual innovations fol
Page 41 and 42: environmental impact of a product?
Page 43 and 44: A dynamic market for eco-labeled pr
Page 45 and 46: The ISO 14000 family ISO14000 compr
Page 47 and 48: The ISO 14020 series As part of its
Page 49 and 50: Under the ISO scheme initiatives ar
Page 51: Third, the companies have to exploi
Page 55 and 56: The companies can add sustainable a
Page 57 and 58: the company would be called to deal
Page 59 and 60: Consequently, whatever the type of
Page 61 and 62: just by turnover. Some companies ev
Page 63 and 64: Benetton team which founded their a
Page 65 and 66: Certainly there exists a risk that
Page 67 and 68: To succeed in Green Communication,
Page 69 and 70: Internal communication related to s
Page 71 and 72: Type of company Goal sought by the
Page 73 and 74: A commitment must be made to contin
Page 75 and 76: Part III: The consumer 1. The actor
Page 77 and 78: company should not be underestimate
Page 79 and 80: The second section relates to quest
Page 81 and 82: Consequently people responding to t
Page 83 and 84: Q5 Most worrying problems Responses
Page 85 and 86: However, companies have to take gre
Page 87 and 88: answered that he does not trust Gre
Page 89 and 90: As put forward earlier, employees h
Page 91 and 92: Measures taken to reduce paper cons
Page 93 and 94: Part V: Weleda: A company heavily i
Page 95 and 96: Weleda’s marketing strategy is to
Page 97 and 98: 1993 Construction of a new product
Page 99 and 100: There are three criteria which dist
Page 101 and 102: c. Medications All Weleda medicamen
Page 103 and 104:
smooth functioning of the system by
Page 105 and 106:
Weleda employs specialists who are
Page 107 and 108:
Conclusion Concern for the environm
Page 109 and 110:
Bibliography Books: Cathelat, B. &
Page 111 and 112:
Appendixes Appendix 1: Questionnair
Page 113 and 114:
Appendix 2: Answers Q1 Q2 Q3 Q4 Q5
Page 115 and 116:
moins de 25 ans de 25 à 39 ans moi
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ISM AND ISEG MBA - Développement durable

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