CASE STUDIES

 Problem Statement
In the field of sustainable management, due to the rising consumer environmentalism, what sustainable organizational approach and strategies can improve the competitive advantages of the organization?

Research Approach and Methodology​
In the field of sustainable services and products, in this research study, strategic and fundamental research (both academic and market insights) on previous literature as well as leading companies in the United States were conducted.
The purpose of the study was to investigate the strategies, management practices, variables, and innovations along with the business model to improve organizational competitive advantages as well as its products and services while addressing all three aspects of sustainability including people, planet, and profit which supports business’s long-term viability.
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Based on the literature review and the results obtained from qualitative data analysis, this research revealed that environmental concerns rapidly becoming a major issue for consumers due to global warming. As a result, the public continues to gain awareness of the environmental issues related to industrial manufacturing activities and the consumption of goods. Consumers pay more attention to increasing environmental protection activities. Consumers are more likely to buy products from a company that has an environmental and social responsibility. Based on this, companies need to change their management thinking, strategies, and practices along with the business model to address society's green concerns and stimulate green opportunities and innovations.
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Our research indicated the concept of "Green Marketing" brings competitive advantages to companies.

Companies need to apply green marketing strategies and integrate the concepts of green marketing into all aspects of routine marketing activities. This approach allows companies to identify the customers’ green desires and develop and promote green services and products for the fulfillment of customers’ environmental expectations. Hence, organizations need to investigate the factors that lead to successful green marketing.

Our study indicated that companies should catch the opportunity to provide products or services that meet their customers’ environmental needs, desires, and expectations. In the field of organizational management, organizations should integrate environmental management, sustainable management, and environmental issues into organizational strategies, activities, and services.

We believe that we need to identify our customers’ green desires and develop and promote green services and products for the fulfillment of customers’ environmental expectations. As a result, it is vital to include sustainable innovations in organizational services and products. Organizations should increase their customers' green satisfaction with the services and products.

As UX researcher, we should consider all three aspects of sustainability in the design process of each product including people, planet, and profit which supports the business’s long-term viability and improves the comparative advantages.

We proposed "Green Satisfaction" is the main factor in the success of green marketing and should be considered as a management and business strategy within organizations and companies.
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Much of our research is published in ProQuest to be available in journals, newspapers, dissertations, and other publications.

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Data Analysis, Design, and Modeling Tools
Google Form, In-depth interviews, open-ended questionnaires, G*Power, SPSS, Dedoose, Microsoft Power BI