Sustainability, Product Development, and Marketing

Dawood Abugharbieh and Robert Harmon, Portland State University

The ecological consequences of economic development emerged as an issue over four decades ago, and have recently gained more importance as a customer-value-related issue. Innovation in the field has been constrained by the context of inward-looking environmental and operational management systems, as well as strategies for complying with regulatory requirements. This session presents an alternative innovation framework that addresses the relatively neglected relationship between the need for improved market outcomes based on the actual creation of customer value (e.g., increased benefits and/or lower costs) through the adoption of ecologically sustainable new product development practices.