DBPapers
DOI: 10.5593/sgem2017/51/S20.073

GREEN PATH AS A BUSINESS STRATEGY FOR RUSSIAN MANUFACTURING COMPANIES: CHALLENGES AND OPPORTUNITIES

N. Shmeleva
Wednesday 13 September 2017 by Libadmin2017

References: 17th International Multidisciplinary Scientific GeoConference SGEM 2017, www.sgem.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-08-9 / ISSN 1314-2704, 29 June - 5 July, 2017, Vol. 17, Issue 51, 559-566 pp, DOI: 10.5593/sgem2017/51/S20.073

ABSTRACT

Today green growth has risen to the top of the agenda for many businesses.
Green path strategies have enormous potential to influence the products and services the business offers its customers. Prioritizing product development projects based on their ‘‘green’’ contribution can open up an entirely new channel for idea generation.
This article aims to outline the key competitive advantages and problems of the green path strategy, covering cost savings. The article highlights how examine industrial companies through an environmental framework and develop measureable strategies and tactical action plans. Three broad strategies—accentuate, acquire, and architect can help companies to align their green goals with their capabilities. These strategies emerged from 10 in-depth case studies of consumer product and industrial companies that were moving into the green space. In this paper we analyse the results of an empirical study carried out in Russian manufacturing company in 2015-2016. Our aim is to analyse the relationship between the green path strategies, environmental performance and competitive benefits. The results of a survey on Russian manufacturing company show that after implementation of the green strategy NLMK achieved higher results. Earnings per share increased by 2.7 % , return on equity by 3.5 %, return on assets rose by 1.6 %. Additionally, the survey found that investors attach significant importance to green path in investment strategy.

Keywords: green path strategy advantages, cost savings, competitive benefits.