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David Warren
drwarren1977@yahoo.co.uk

CREATING NEW VALUE FROM
GREEN VALUES
Five drivers of eco-initiatives in
            business
                          Competitive
                         opp...
Porter’s Generic Strategies model
            (adapted)

                          Lower-cost
  Competitive Advantage



 ...
First approach: Eco-Efficiency

                         Lower-cost
                                               Eco-Eff...
First approach: Eco-Efficiency
• Creating more value with
  less impact
   – Competitive advantage is
     predominantly a...
Second approach: Beyond Compliance
            Leadership

                            Lower-cost
                        ...
Second approach: Beyond Compliance
            Leadership
• Differentiate against
  competition by
  promoting green effor...
Third approach: Eco-innovation

                          Lower-cost
                                                Eco-E...
Third approach: Eco-innovation
• Creating products and
  services specifically for
  the green market
Fourth approach: Environmental Cost
            Leadership

                            Lower-cost
                       ...
Fourth approach: Environmental Cost
             Leadership
• A clear environmental cost
  strategy that enables both
  co...
Consumer value from each strategic
           approach
  Is this simply the                                               ...
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Creating New Value From Green Values

  1. 1. David Warren drwarren1977@yahoo.co.uk CREATING NEW VALUE FROM GREEN VALUES
  2. 2. Five drivers of eco-initiatives in business Competitive opportunities Competitive Responsibility threats Stakeholder Legislation expectations
  3. 3. Porter’s Generic Strategies model (adapted) Lower-cost Competitive Advantage Differentiation Organizational Processes Products & Services Competitive Focus
  4. 4. First approach: Eco-Efficiency Lower-cost Eco-Efficiency Competitive Advantage Differentiation Organizational Processes Products & Services Competitive Focus
  5. 5. First approach: Eco-Efficiency • Creating more value with less impact – Competitive advantage is predominantly achieved through reduced operating costs • By towing its Boeing 747-400 aircraft to take-off areas at London airports during December Virgin said it could save up to two tonnes of fuel per flight.
  6. 6. Second approach: Beyond Compliance Leadership Lower-cost Eco-Efficiency Competitive Advantage Beyond Differentiation Compliance Leadership Organizational Processes Products & Services Competitive Focus
  7. 7. Second approach: Beyond Compliance Leadership • Differentiate against competition by promoting green efforts – primarily about enhancing reputation
  8. 8. Third approach: Eco-innovation Lower-cost Eco-Efficiency Competitive Advantage Beyond Differentiation Compliance Eco-Innovation Leadership Organizational Processes Products & Services Competitive Focus
  9. 9. Third approach: Eco-innovation • Creating products and services specifically for the green market
  10. 10. Fourth approach: Environmental Cost Leadership Lower-cost Environmental Eco-Efficiency Competitive Advantage Cost Leadership Beyond Differentiation Compliance Eco-Innovation Leadership Organizational Processes Products & Services Competitive Focus
  11. 11. Fourth approach: Environmental Cost Leadership • A clear environmental cost strategy that enables both cost savings (either directly or indirectly) and has a lower environmental impact than the competition.
  12. 12. Consumer value from each strategic approach Is this simply the Can a profit be basics of ethical generated with business? (I Operational this approach? Lower-cost sincerely hope so) excellence from Enables green consumers to Competitive Advantage initiatives not save money by directly seen by being green consumers Enables the consumer to be Differentiation Shared eco- green / feel values green through usage. Are consumers Has Green Wash / Organizational Processes Products & Services willing to pay Green Fatigue more? made this approach less effective? Competitive Focus
  • Reilly1976

    Oct. 11, 2013
  • soydanc

    Jun. 8, 2009

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