Mapping Managerial Implications of Green Strategy: A Framework for Sustainable Innovation

Authors : George Tesar (Umeå University, Sweden & University of Wisconsin-Whitewater, USA), Hamid Moini (University of Wisconsin-Whitewater, USA), Olav Jull Sørensen (Aalborg University, Denmark)

Publisher : World Scientific

ISBN : 978-1-78634-480-9

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Around the world, small manufacturing enterprises in market-based economies are facing daily challenges posed by emerging green imperatives and opportunities. These issues impact future decisions, allocation of resources, and encourage managers to refocus their strategies.

This book investigates how smaller manufacturing enterprises commit to green marketing strategies, mapping all major parts of the design process throughout the entire value-creating channel. It draws together a comprehensive framework to understand, from the perspective of marketing management, what managerial considerations are important in committing to green initiatives.

Presenting an active debate and policies on environmental sustainability for small and medium sizes manufacturing companies, it focuses on aspects of innovative marketing practices in response to the need for businesses to incorporate strategies that generate a smaller carbon footprint.

Aimed at an international audience, Mapping Managerial Implications of Green Strategy is an invaluable resource for managers looking for green solutions, and doctoral and graduate students looking for research topics.
George Tesar is a Professor Emeritus of Marketing and International Business at Umeå University in Umeå, Sweden and Professor Emeritus at the University of Wisconsin–Whitewater. He is an Adjunct Professor at Aalborg University in Denmark. Professor Tesar is a coauthor of several books on applications of marketing and recently coauthored a book on innovative applications of marketing management in the African context. Professor Tesar has a doctorate from the University of Wisconsin–Madison and an MBA from Michigan State University. He is a mechanical engineer with several years of industry experience. He has served on several boards and is professionally active as a consultant training academics, executives, and managers in technology transfer, internationalization, and foreign market entry strategies. He is a founding member of the Product Development and Management Association, a professional association focusing on technology transfer and new product development. He is active in international student and faculty exchanges and a member of the Fulbright Association. Professor Tesar lectures abroad extensively, and can be reached at

Hamid Moini is an Emeritus Professor of Finance at University of Wisconsin–Whitewater. Professor Moini received his Ph.D. in Financial Economics and Master of Art in Finance from the University of Alabama. Over the past 30 years, he has focused on development of global market entry strategies for smaller firms, international mergers and acquisitions, and management education in the contemporary global context. He has published two books and numerous refereed articles in the leading journals in finance and international business. Because of his extensive interest in internationalization of small- and medium-sized enterprises, he has been invited to several international networks, study groups, and a number of European universities to give lectures and seminars. In his consulting practice, Dr. Moini offers a range of services including planning for foreign direct investments, capital budgeting, and financial structure along with cross-cultural training for managers. He works closely with top management through workshops, seminars, and on-going internal assessment programs. Professor Moini can be reached at

O. Jull Sørensen has been a Professor of International Business at Aalborg University since 1991 and Head of the International Business Centre (IBC) since its establishment in 1984. Today, the Centre hosts three graduate educational programs within the field of International Business; a Ph.D. program, and a core team of 14 researchers of 14. His main research interests are (1) Internationalization of companies, (2) International industrial dynamics and value chain analysis, and (3) Government–Business relations. The topics are being researched in a developed market perspective as well as a developing/transition country perspective. He has been a lead scholar in research, capacity building, and educational projects in Africa (Ghana, Tanzania); Eastern Europe (Lithuania) and Russia, and Asia (Vietnam and China). He is a member of the Academic Council for Social Sciences, Aalborg University and the Council of the Department of Business and Management. He is also a council member of Nordic Centre at Fudan University, China, and since 2010, he has been the director of the Sino-Danish Center (SDC)-Innovation Management program in China comprising a graduate program, a research program, as well as collaboration with the business community in China. Professor Sørensen can be reached at
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