Product management activities by marketing, operations, and finance functions have typically focused on the innovation, acquisition, growth, and management of product lines and products. The same is true when considering product management for green products. The latter stages of critical strategic decisions related to product deletion or discontinuation have received less emphasis. In this conceptual paper, the focus is on green product deletion implications for supply chain management. Organizations may view green product deletion as evolving from a deep green to a paler shade of green in their product offerings. A proposed strategic framework pays particular attention to implications of the green product deletion decision for supply chain processes and operational competencies. In this situation, lessened organizational greenness needs to be weighed against other organizational competencies. The strategic and inter-organizational relationships associated with this decision help set the stage for future research on this critical, yet neglected marketing issue.
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