Green to Gold: A Review Book Review

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2009). Therefore, organizations will need to redesign their entire scope in order to fit an eco-friendly motive to influence the adoption of the ideas. Thus, organizations can reconstruct simple operations, like featuring recycling bins and limiting water usage, as a way to increase the belief in the company's mission by employees.

The second strategy examined here is the one focusing on the redesigning towards green innovation. Typical beliefs assume that consumers are more willing to pay a premium for products that utilize eco-friendly production practices. Essentially, this idea postulates that consumers are willing to pay higher prices for products produced with and in eco-friendly circumstances (Green Biz p 1). This means that the organization must employ eco-friendly products in order to still charge a premium without damaging its consumer reputation. However, contemporary research does show that there is a limit to what consumers want to spend, and on their devotion to green friendly principles (Bonini & Oppenheim 1). Thus, it can be hard to market more expensive eco-friendly concepts and products. Redesigning innovation can be both on the product and marketing sign, as consumers often need a good push in the right direction to be willing to part with extra cash. Innovation helps establish value, and thus it can be a crucial factor on how much more customers are willing to pay for particular products, despite the presence of cheaper alternatives.

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Moreover, there is the opportunity to reduce costs through innovative decisions that help cut costs because of utilizing eco-friendly practices. Essentially, adopting greener initiatives help implement practices that can reduce overall overhead (Gingichashvili p 1). Switching to a paperless system, for example, can save tremendously on paper and ink costs. Additionally, for new start ups or businesses on the moves, spending initial money on designing innovative green building elements can help save on utility costs, and also earn credits back from local governments. These small reductions will eventually add up, and by being able to combine them with charging a premium, this can amount to huge revenue increases overall. Thus, it is clear that investing into green friendly innovation can prove beneficial for the organization and the world as a whole community......

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