Exploring Organisational Recycling Market Development: The Texas-Mexico Border

John Cox, Joseph Sarkis, and Wayne Wells

Greener Marketing: A Global Perspective on Greening Marketing Practice, Eds. M. Charter and M.J. Polonsky, Greenleaf Publishing, Sheffield, England, Ch. 25, 1999

Developing sustainable ecosystems is a goal of many communities. From an organizational perspective the involvement within, and development of, an industrial ecosystem needs to be accomplished from a proactive, competitive advantage, dimension. Thus, forging an industrial ecosystem should not be left to chance. The tools and business conditions for forming relationships within an industrial ecosystem are beginning to appear within the environmental practices of organizations. Green marketing should play a key role in making these systems effective and efficient. Green marketing aids in the development and management of the distribution channels as well as building markets for environmentally sound materials. A cross-disciplinary approach, that includes marketing, is required in the development, operations, and maintenance of these systems. The survey presented in this chapter provides some results and a structure that would benefit the management of green markets development, either for private green marketers (e.g. industry) or public green marketing developers (e.g. state governments).

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