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This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the'tragedy of the commons'and'greenwashing.'Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world.

The chapters in the book focus on recent developments in the field of technological innovation and entrepreneurship. It is structured in three parts. The focus is on innovation and entrepreneurial ecosystems, digital technologies and innovation, as well as responses to pandemics resulting from external shocks.Carefully selected on the basis of relevance and rigor, the chapters in the book take the readers through various trending research topics.

This book explores the cutting-edge ideas that are shaping the future of innovation, design, entrepreneurship, and sustainability. The proceedings of the interdisciplinary Conference on Innovation, Design, Entrepreneurship, and Sustainable Systems offer new perspectives on these topics. This book navigates the most recent research trends and practices, and gains unique insights on how to address innovation, design, and entrepreneurship on a sustainable basis. This book is an essential reference for anyone interested in staying up to date on the latest research, whether they are academics, designers, entrepreneurs, or sustainability enthusiasts. Get your copy now and take part in the debate about the future of sustainable innovation.