Environmentally sustainable innovation and success factors in the perception of managers from the manufacturing industry

Abstract

This paper investigates the dimensions and factors which, according to the perception of business managers, trigger the market success of environmentally sustainable products. Initially, publications related to new products introduced to the market (with or without an environmental focus) were evaluated. This way, four complementary dimensions were identified as responsible for proper performance: (i) market knowledge; (ii) interfunctional collaboration; (iii) knowledge integration mechanisms; and (iv) generative learning. Considering the above, an exploratory study with a qualitative approach was carried out with managers who work in the Brazilian market. For the choice of respondents, some characteristics were taken into account, such as growth in the sector explored by the organization, and the area where they work within the company. The results lead to the validation and classification of the factors and dimensions indicated in the literature. They also allowed the identification of new factors, such as: technological know-how, competitive price, quality, company's brand, and financial payback. Moreover, considering the variables described and the relationships established among them, it was inferred that technological know-how may be regarded as a dimension. This suggestion is based on respondents' perception concerning "technological know-how", such as: specialized people, research budget, and also budget for facilities and equipment. The study also shows a deeper difference among practice areas than among sectors. Based on the list of factors which was generated, one suggests further studies to measure the impact of the factors and dimensions on the success of green products.