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EnvironmentAdopting green practices could boost NZ companies
New Zealand companies adopting a “bundle” of environmental practices are showing an improvement in their marketing and development performance, according to a survey conducted by the University of Waikato management school.
The survey covered 95 businesses, each with 50 or more employees, and found that adopting a raft of practices like employee training on waste reduction, membership of an environmental group and use of green imagery in marketing accounts for 6% of both marketing and development performance.
Dr Jarrod Haar, co-author of the report, said adopting one measure on its own was unlikely to make much difference, but that in combination environmental practices can rival an entrepreneurial culture in terms of relevance to business success. However, Haar noted that although this would be expected to have an impact on a firm’s bottom line, the survey found no significant evidence of it. He suggested a bigger sample is needed to test this more rigorously.
LinkUniversity of Waikato Management School
February, 2007 |
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