Green alliances between business an

Green alliances between business and environmental organizations
Strategic alliances with environmental groups (e.g. Greenpeace) can provide five benefits to marketers of consumer goods (Mendleson and Polonsky, 1995): 1. They increase consumer confidence in green products and their claims.It can be assumed that if an environmental group supports a firm, product or service, consumers are more likely to believe the product’s environmental claims. 2. They provide firms with access to environmental information. It is in their role as an information clearing house that environmental groups may be of immense benefit to organizations with which they form strategic alliances. Manufacturers facing environmental problems may turn to their strategic partners for advice and information.In some cases environmental partners may actually have technical staff who can be used to assist in solving organizational problems or implementing existing solutions. 3. They give the marketer access to new markets.Most environmental groups have an extensive support base, which in many cases receives newsletters or other group mailings. Their members receive catalogues marketing a variety of licensed products, all of which are less environmentally harmful than other commercial alternatives. Environmental group members represent a potential market that can be utilized by producers, even if these groups do not produce specialized catalogues. An environmental group’s newsletter may discuss how a firm has formed a strategic alliance with the group,as well as the firm’s less environmentally harmful products. Inclusion of this information in a newsletter is a useful form of publicity. 4. They provide positive publicity and reduce public criticism. Forming strategic alliances with environmental groups may also stimulate increased publicity. When the Sydney Olympic Bid Committee announced that Greenpeace was the successful designer for the year 2000 Olympic Village the story appeared in all major newspapers and on the national news. It is highly unlikely that this publicity would have been generated if a more conventional architect had been named as the designer of the village.Once again the publicity associated with the alliance was positive and credible. 5. They educate consumers about key environmental issues for the firm and its product(s). Environmental groups are valuable sources of educational information and materials. They educate consumers and the general public about environmental problems and also inform them about potential solutions. In many cases the public views these groups as credible sources of information, without a vested interest. Marketers can also play an important role as providers of environmental information through their marketing activities. In doing so they create environmental awareness of specific issues, their products and their organizations. For example, Kellogg’s in Norway educated consumers and promoted its environmental concern by placing environmental information on the packaging of its cereals relating to various regional environmental problems (World Wide Fund for Nature, 1993). Choosing the correct alliance partner is not a simple task, as environmental groups have different objectives and images.Some groups may be willing to form exclusive alliances,where they partner only one product in a given product category. Other groups may be willing to form alliances with all products that comply with their specific criteria. The marketer must determine what capabilities and characteristics an alliance partner can bring to the alliance.As with any symbiotic relationship,each partner must contribute to the success of the activity.Poor definition of these characteristics may result in the firm searching out the wrong partner. McDonald’s offers an example of a company that gained credibility through collaboration. The company’s collaboration with EDF (Environmental Defense Fund) in the early 1990s over its decision to move from styrofoam to paper packaging similarly allowed the company to increase its credibility on environmental issues with consumers (Argenti, 2004).

Results (Indonesian) 1:

Hijau aliansi antara bisnis dan organisasi lingkunganStrategic alliances with environmental groups (e.g. Greenpeace) can provide five benefits to marketers of consumer goods (Mendleson and Polonsky, 1995): 1. They increase consumer confidence in green products and their claims.It can be assumed that if an environmental group supports a firm, product or service, consumers are more likely to believe the product’s environmental claims. 2. They provide firms with access to environmental information. It is in their role as an information clearing house that environmental groups may be of immense benefit to organizations with which they form strategic alliances. Manufacturers facing environmental problems may turn to their strategic partners for advice and information.In some cases environmental partners may actually have technical staff who can be used to assist in solving organizational problems or implementing existing solutions. 3. They give the marketer access to new markets.Most environmental groups have an extensive support base, which in many cases receives newsletters or other group mailings. Their members receive catalogues marketing a variety of licensed products, all of which are less environmentally harmful than other commercial alternatives. Environmental group members represent a potential market that can be utilized by producers, even if these groups do not produce specialized catalogues. An environmental group’s newsletter may discuss how a firm has formed a strategic alliance with the group,as well as the firm’s less environmentally harmful products. Inclusion of this information in a newsletter is a useful form of publicity. 4. They provide positive publicity and reduce public criticism. Forming strategic alliances with environmental groups may also stimulate increased publicity. When the Sydney Olympic Bid Committee announced that Greenpeace was the successful designer for the year 2000 Olympic Village the story appeared in all major newspapers and on the national news. It is highly unlikely that this publicity would have been generated if a more conventional architect had been named as the designer of the village.Once again the publicity associated with the alliance was positive and credible. 5. They educate consumers about key environmental issues for the firm and its product(s). Environmental groups are valuable sources of educational information and materials. They educate consumers and the general public about environmental problems and also inform them about potential solutions. In many cases the public views these groups as credible sources of information, without a vested interest. Marketers can also play an important role as providers of environmental information through their marketing activities. In doing so they create environmental awareness of specific issues, their products and their organizations. For example, Kellogg’s in Norway educated consumers and promoted its environmental concern by placing environmental information on the packaging of its cereals relating to various regional environmental problems (World Wide Fund for Nature, 1993). Choosing the correct alliance partner is not a simple task, as environmental groups have different objectives and images.Some groups may be willing to form exclusive alliances,where they partner only one product in a given product category. Other groups may be willing to form alliances with all products that comply with their specific criteria. The marketer must determine what capabilities and characteristics an alliance partner can bring to the alliance.As with any symbiotic relationship,each partner must contribute to the success of the activity.Poor definition of these characteristics may result in the firm searching out the wrong partner. McDonald’s offers an example of a company that gained credibility through collaboration. The company’s collaboration with EDF (Environmental Defense Fund) in the early 1990s over its decision to move from styrofoam to paper packaging similarly allowed the company to increase its credibility on environmental issues with consumers (Argenti, 2004).

Results (Indonesian) 2:

Aliansi hijau antara bisnis dan organisasi lingkungan
aliansi strategis dengan kelompok-kelompok lingkungan (misalnya Greenpeace) dapat memberikan lima manfaat ts fi untuk pemasar barang-barang konsumsi (Mendleson dan Polonsky, 1995): 1. Mereka meningkatkan konsumen kepercayaan diri dalam produk hijau dan claims.It mereka dapat diasumsikan bahwa jika sebuah kelompok lingkungan mendukung suatu perusahaan, produk atau layanan, konsumen lebih cenderung untuk percaya klaim lingkungan produk. 2. Mereka menyediakan perusahaan-perusahaan dengan akses ke informasi lingkungan. Hal ini dalam peran mereka sebagai clearing house informasi bahwa kelompok-kelompok lingkungan mungkin besar manfaat bagi organisasi yang mereka membentuk aliansi strategis. Produsen menghadapi masalah lingkungan bisa berpaling kepada mitra strategis mereka untuk saran dan informasi. Dalam beberapa kasus mitra lingkungan mungkin benar-benar memiliki staf teknis yang dapat digunakan untuk membantu dalam memecahkan masalah organisasi atau menerapkan solusi yang ada. 3. Mereka memberikan akses marketer untuk kelompok-kelompok lingkungan markets.Most baru memiliki basis dukungan yang luas, yang dalam banyak kasus menerima newsletter atau surat kelompok lain. anggota mereka menerima katalog pemasaran berbagai produk berlisensi, yang semuanya kurang berbahaya lingkungan dibandingkan alternatif komersial lainnya. anggota kelompok lingkungan merupakan pasar potensial yang dapat dimanfaatkan oleh produsen, bahkan jika kelompok-kelompok ini tidak menghasilkan katalog khusus. buletin sebuah kelompok lingkungan hidup mungkin membahas bagaimana suatu perusahaan telah membentuk aliansi strategis dengan kelompok, serta produk-produk yang kurang berbahaya untuk lingkungan yang perusahaan. Masuknya informasi ini dalam newsletter adalah bentuk yang berguna publisitas. 4. Mereka menyediakan publisitas positif dan mengurangi kritik publik. Membentuk aliansi strategis dengan kelompok-kelompok lingkungan juga dapat merangsang publisitas meningkat. Ketika Panitia Lelang Olimpiade Sydney mengumumkan bahwa Greenpeace adalah desainer sukses untuk tahun 2000 Olympic Village cerita muncul di semua surat kabar utama dan di berita nasional. Hal ini sangat tidak mungkin bahwa publisitas ini akan dihasilkan jika seorang arsitek yang lebih konvensional telah dinobatkan sebagai desainer dari village.Once lagi publisitas terkait dengan aliansi positif dan kredibel. 5. Mereka mendidik konsumen tentang isu-isu lingkungan utama bagi perusahaan dan produk (s). Kelompok-kelompok lingkungan merupakan sumber informasi berharga pendidikan dan bahan. Mereka mendidik konsumen dan masyarakat umum tentang masalah lingkungan dan juga menginformasikan mereka tentang solusi potensial. Dalam banyak kasus masyarakat memandang kelompok ini sebagai sumber informasi yang kredibel, tanpa kepentingan. Pemasar juga dapat memainkan peran penting sebagai penyedia informasi lingkungan melalui kegiatan pemasaran mereka. Dengan demikian mereka menciptakan kesadaran lingkungan isu spesifik, produk mereka dan organisasi mereka. Misalnya, Kellogg di konsumen Norwegia berpendidikan dan dipromosikan keprihatinannya lingkungan dengan menempatkan informasi lingkungan pada kemasan sereal yang berkaitan dengan berbagai masalah lingkungan regional (World Wide Fund for Nature, 1993). Memilih mitra aliansi yang benar bukanlah tugas yang mudah, seperti kelompok lingkungan memiliki tujuan dan gambar yang berbeda. Beberapa kelompok mungkin bersedia untuk membentuk aliansi eksklusif, di mana mereka mitra hanya satu produk dalam kategori produk tertentu. Kelompok lain mungkin bersedia untuk membentuk aliansi dengan semua produk yang sesuai dengan kriteria yang spesifik mereka. pemasar harus menentukan apa kemampuan dan karakteristik mitra aliansi dapat membawa ke alliance.As dengan hubungan simbiosis, masing-masing pasangan harus berkontribusi pada keberhasilan activity.Poor definisi karakteristik ini dapat mengakibatkan fi rm mencari tahu pasangan yang salah. McDonald menawarkan contoh perusahaan yang memperoleh kredibilitas melalui kolaborasi.