Mari Mehtälä, Tuula Lehtimäki, Hanna Komulainen and Asta Salmi
The purpose of this paper is to investigate network mobilization for collective market shaping. The authors focus on sustainable innovations that require broad cross-sectoral…
Abstract
Purpose
The purpose of this paper is to investigate network mobilization for collective market shaping. The authors focus on sustainable innovations that require broad cross-sectoral mobilization to create collective action among network actors. By drawing on insights from mobilization in innovation and issue networks, the authors shed light on the role of these two different networks in mobilizing collective action and triggering collective market shaping for sustainable innovations.
Design/methodology/approach
This paper presents a qualitative case study on the commercialization of a new low-carbon eco-concrete. The eco-concrete faces significant challenges in entering the market, due to the construction industry’s entrenched practices and institutional arrangements. These challenges emphasize the critical need for mobilizing collective action to generate the momentum for market change.
Findings
The findings reveal four types of interplay between mobilization in innovation and issue networks: synergistic and complementary mobilization that can reinforce collective market shaping and conflicting and diluting mobilization that can impede collective action and hinder the market shaping for sustainable innovations.
Originality/value
This paper contributes to a more comprehensive understanding of the role of mobilization in triggering collective market shaping. In particular, this research sheds light on the early stages of market shaping for sustainable innovations where broad mobilization for collective action is critical.
Details
Keywords
Henri Simula, Tuula Lehtimäki and Jari Salo
Technology product manufacturers and marketers must take into account that customers' awareness and appreciation of the benefits of green technology and products have increased…
Abstract
Purpose
Technology product manufacturers and marketers must take into account that customers' awareness and appreciation of the benefits of green technology and products have increased. The purpose of this paper is to determine how technology firms can benefit from green marketing and what pitfalls there are to avoid.
Design/methodology/approach
Based on a review of green marketing literature, the paper introduces four approaches to green marketing by means of a matrix outlining four factors associated with perceived and actual greenness of new products and new technology. Then, for each of the four approaches, an appropriate coping strategy is proposed that includes the issues that firms should consider when they use green marketing.
Findings
Customers' green values should be well understood when marketing plans for technology products are developed and implemented. Green marketing arguments should be communicated to customers in a coherent and truthful way, to avoid customer scepticism or disbelief.
Research limitations/implications
The paper calls for an increased awareness of the way to utilize green marketing in technology firms. Supporting empirical evidence is still needed from future studies.
Originality/value
The contribution of the paper to academics and practitioners is increased understanding of how green marketing can be applied in technology firms.