Case studies
communication campaigns and their engagement in environmental conservation initiatives and socially based investments. A dynamic business model was observed at Cosmetic Company when it increased their portion of the market through efficient and innovative ways of conducting business and product innovation. Specifically, they have developed green innovative products with more natural ingredients and green processes practices such as cleaner production. The firm has performed R&D investments through own research centers, in order to develop new products for market adaptation and lower their environmental foot print. The firm has the capability of establishing and managing long and reliable relationships with stakeholders (e.g.: consultants, academia and stakeholders), which has allowed it to be one of the leaders of the market. Finally, the operational efficiency capabilities of the firm have allowed it to undergo continuous improvement through eco-efficiency practices. Finally, the manager´s perspective towards a profits supported the development of greener products and the implementation of eco-efficiency programs to develop the purpose of the company, in order to achieve a winwin deal and accomplish the goals of the company. Likewise, the CEO has supported program for women (i.e. sales consultants) to strengthen their leadership and entrepreneurship capabilities and improve the firm´s performance, which is a consultant-based and prosperous business. Green markets and competitors
Environmental Green products strategy Strategies Adoption
Profit-oriented managers
Dynamic Business models
Figure 14. ESA and the ESA factors at the Cosmetic Company.
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