Fruitful Strategy | The Green Economy Post: Green Careers, Green Business, Sustainability

Sustainability: What Matters Most?

By Jennifer_Rice on June 3, 2010 1 Comment brands, competitive advantage, consumer polls, consumers, customer relation, education, Fruitful Strategy, green products, Jennifer Rice, market research, market surveys, marketing, purchase drivers, quantifiable, reputation, research techniques, revenue, sustainability, sustainable brands 2010 conference, total available sustainability market

Numerous consumer polls proclaim increased spending on green products, but they fail to provide much insight into the actual purchase trends or specific decision drivers behind consumer choices. Instead of relying solely on such generalized market surveys, adoption of a strategic market research process will help businesses boost their revenue, reputation and competitive advantage from sustainability.

Creating Competitive Advantage Through Sustainability

By Jennifer_Rice on September 22, 2009 1 Comment brand credibility, brand strategy, business sustainability, channel partners, competitive differentiatio, competitive differentiation, CSR, customer experience, eco messaging, FairRidge Group, Fruitful Strategy, green messaging, greenwashing, ingredient brand, Jennifer Rice, market leadership position, market-facing aspiration, master brand, product brand, product manufacturer, retail partners, SM3, strategy, sub-brand, sustainability, sustainability infrastructure, Sustainability Management Maturity Model, sustainability-minded buyers, TAM, TASM, total addressable market, Total Addressable Sustainability Market, Triple Pundit, values-driven buyers

I recently published a post on Triple Pundit that fleshes out the market-facing aspects of a model I’ve been working on with The FairRidge Group. Called the Sustainability Management Maturity Model (SM3), it’s a tool to help businesses assess their readiness to address business sustainability challenges and opportunities. The internal management components were outlined a few months ago on Triple Pundit – Strategy, Organization, Process, Measurement and People – which all relate to an inside-out perspective of the business.