GREEN STRATEGIES: ADOPTION, INNOVATION AND ALLIANCES.

The need to protect the environment was felt from a long time but came into effect only after introduction of terms like sustainability and eco-friendly. Green marketing the next step in this direction focussed mainly on introduction of products and practices which do not harm the environment. Thus many companies came forward with green marketing strategies to overcome the environmental hazards. In this paper an attempt has been made to review previous literature related to green marketing strategies. These strategies are aimed at promoting environment friendly products, adopting sustainable green practices and forming alliances with other organizations in order overcome problems related to green marketing. Next some of the companies making use of such strategies have been studied. These firms have been classified into three categories, namely, green products (firms which produce environment friendly products), green firms (firms which are using environment friendly operations in their day to day activities) and green alliances (alliances between firms that work for the greening of environment and other businesses). This paper provides new insight into the role played by some of the firms in evolution of green marketing. It was found that although abundant research is being done in this field still certain gaps need to be filled regarding the impact being made by introduction of such strategies.