Absorptive capacity and interpretation system's impact when ‘going green’: an empirical study of ford, volvo cars and toyota

Mats Williander · 2006 · Business Strategy and the Environment

Summary. Three automotive companies—Ford, Volvo, and Toyota—developed greener cars with lower fuel consumption. The study found that companies with an 'enacting' approach to environmental interpretation, actively shaping market demand, succeeded better than those with a 'discovering' approach that passively responded to existing demand. Companies using discovery mode needed to combine engineering expertise with consumer psychology insights to profitably market environmental benefits.

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Williander, M.. (2006). Absorptive capacity and interpretation system's impact when ‘going green’: an empirical study of ford, volvo cars and toyota. Business Strategy and the Environment. https://doi.org/10.1002/bse.479

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  title   = {Absorptive capacity and interpretation system's impact when ‘going green’: an empirical study of ford, volvo cars and toyota},
  author  = {Mats Williander},
  journal = {Business Strategy and the Environment},
  year    = {2006},
  doi     = {10.1002/bse.479},
  url     = {https://doi.org/10.1002/bse.479}
}

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Details

DOI: 10.1002/bse.479
Countries: United States, Sweden, Japan
Regions: North America, Europe, Asia
Categories: innovation-theory, climate-and-environment, general-innovation
Added: 2026-04-28