Environmental innovation management

Abstract

The purpose of the thesis is to research innovation management strategies and green marketing strategies. More Specifically the thesis consentrates to discuss the theories of innovation management with focus on models of innovation, conceptual framework of innovation, linear models of innovation, blue ocean strategy and new product development. As a practical example a case study of Durat was conducted and theories of green marketing including research and theories on green consumer and green design. Todays economies are based on growth and signs for economic decline are being more and more visible as the planets resources for growth are starting to reach their limits. It is undeniably a time for new environmentally friendly innovations. It is a long and sometimes hilly road from an idea to an innovation and to an actual product ,hence the innovation management process is at the core of the thesis. But the innovation itself isn’t enough if it goes unnoticed and is placed on a wrong market or fails to reach the target audience of the green consumer. As a conclusion of the thesis research and case study a suggestion for a formula for success is suggested and discussed. The formula is sectioned to three important ingredients that are the green innovation, market and marketing strategy. The thesis tries to find answers to the following research questions: - What is needed to turn an idea into a innovation? - What is the definition of green marketing