Paths to Success for Green Product Innovation: What do we know so far and where do we go from here?
Dr. Ashish Pujari, Ph.D.
Associate Professor of Marketing
DeGroote School of Business
McMaster University
1280 Main Street West
Hamilton, Ontario
Canada L8S 4M4

Phone: 905.525.9140, extension 27635
Fax: 905.521.8995
email: pujarid@mcmaster.ca

With the emergence of sustainability-oriented innovation paradigm, and the acceptance of making the business case of environmental sustainability, more substantive changes are beginning to surface. In light of the largely anecdotal evidence on green product innovation in business, discussion will focus on what proven paths companies and researchers have unearthed so far to make GPI successful as well as where do we go from here. In the past 10 years, research in the greening of new product development process have unraveled several sustainability-oriented activities GPI projects such as product design for environment/ life cycle analysis, stakeholder engagement, supplier involvement for environmental responsiveness and cross functional coordination between NPD professionals and environmental specialists.  Researchers have found mixed results on the determinants of market success of green product innovation. Overall, our understanding is rather limited on what works and what doesn’t with respect to green product innovation.

There are many areas where more attention is needed by researchers to better understand the paths to success for green product innovation.  The discussion will focus on the following areas that have been identified in the current SSHRC-funded research being undertaken:

  1. How do we move from green product development to green product portfolio development quickly? (One green product out of dozens in a company seems to be an image-building exercise).

  2. Which industry is suited for which variant of product-service systems (PSS) to achieve sustainability?

  3. Is PSS really inspired by sustainability paradigm or is simply a business phenomenon that is occurring anyways? (This is a $500 billion service-embedded industry globally).

  4. How will green product innovation processes change in light of the new business models that are emerging?

  5. Isn’t the ‘carbon neutral’ exercised by companies a new version of techno fix (end of pipe solutions) to product’s carbon footprint?


All Submissions
8:00 AM-8:00 PM, Friday, June 15, 2007, Oral

The Ontario, Canada 2007 Meeting