Green virus: Exploring the environmental product concept
探讨企业如何将生态意识融入产品概念，分析竞争者、监管者和顾客如何共同塑造绿色产品创新，并识别出三个关键领域：竞争压力推动去物质化与服务化、监管协议增加产品价值、闭环回收依赖长期供需协议。
Abstract Environmental issues expose firms to numerous threats from their ecological and institutional surroundings. Many enterprises today react to these threats with technical innovations designed to improve the company's green image and performance. However, the critical test of corporate greening is how effectively the firm deals with the organizational relationships that can support or undermine the technically conceived green artifact. Successful firms comprehensively fuse ecological awareness and environmental management procedures into their raison d'etre , namely, the product. Environmental regulators, competitors, customers, the public and the press become key formulators of the new environmental product concept. This paper explores what these concepts are and how they are conceived. Using the concept of industrial ecology as a starting point, three key areas of green product innovation are identified: competitors, regulators and customers. Competitive pressures reorientate firms towards dematerialization and services. Novel regulatory arrangements such as covenants and environmental product profiles are information‐gathering devices and add value to the product. Finally, the necessity to close material loops forces recycling firms to attract customers with reliable, long‐term input–output agreements. vir.us n., pl. ‐ rus.es. …having the ability to replicate only inside a living cell ( The American Heritage Dictionary , 1982).