A case study evaluating export of environmentalfriendly products into Norway

Abstract

The market for environmental friendly products in Norway is increasing. New research and increased focus on environmental effects are among the largest drivers of demand. Customers who are concerned about environmental effects are willing to pay premium prices on products proven to have better environmental quality. However, exporting environmental friendly products from California to Norway can be demanding. Customer segmentation abroad is challenging, rules and regulations on import to Norway are quite comprehensive, and sociocultural differences make demands for extra marketing efforts. Industrial analyses identify a potential to differentiate from competitors, offering a more environmental-friendly product, and a product that can be tailored according to customers’ demands. Resource-based analyses confirm that the company is in position of resources to make this possible. Both external and internal elements are reasons why direct export through an agent is the recommend entry mode. The company represents a green brand, which will be important to promote. Selective media is what the company is yearning for, and it is recommended to make use of existing channels of information, in marketing. A total net present value of NOK seven million over the fifteen next years, if investing approximately NOK one million today, is estimated.