Abstract:

This article presents some considerations regarding an integrated approach of strategic mix from a ‘green’ perspective. We started from the Specific aspects of the Green Customer Satisfaction, related to Company, Product/service and Price. According the U.S. consultancy Boston Consulting Group, in order to obtain a Green Advantage, companies should enhance their strategic mix taking into considerations green planning, green processes, green product and green promotion. We added two more elements, namely people and eco-efficiency. The result is ‘The Green Strategy Mix’.