Directrices para la integración de la variable medioambiental en la empresa del siglo XXI

Abstract

Companies are becoming increasingly aware of the importance of environmental issues, and are therefore reacting to pressure from institutions, consumers and other groups of interest. This has led them to adopt concrete environmental management practices and specific environmental actions in their fields. More and more companies are looking to improve their processes and products, aiming to reduce their environmental impact from the design phase to the end of the useful life of the product they manufacture or sell. This paper looks at whether these environmental actions can be justified as value-generating activities in line with comprehensive environmental management. Our study aims to analyse the effects that a rational and sustainable use of natural and environmental resources can have on management, especially in industrial organisations. The theoretical and empirical analyses carried out have enabled us to establish a model of action based on a more efficient use of resources in order to obtain competitive advantages through an appropriate environmental marketing strategy. In addition, a series of marketing proposals designed to guide companies in attaining these competitive advantages are laid out.