The New Managerial Challenge: Transforming Environmental and Health Issues to Competitive Advantages


  • Oystein Moen NTNU
  • Rikke Bramming Jorgensen Norwegian University of Science and Technology



Competitive Advantages, Managerial Challenge, international markets


The major aim of the paper is to investigate how environmental (“green”) factors may influence on international business activities and the competitiveness of firms. The paper suggests that an environmental performance lower than the industry average would represent a risk for the firm, while a performance above the industry average could result in increased cost and/or increased competitiveness. Further, it is suggested that the average environmental performance in most industries will improve, due to a situation where most firms attempt to perform better than or equal to their industry’s average levels. The author present twelve specific recommendations for managers, aimed at improving firm competitiveness in international markets.


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Author Biographies

Oystein Moen, NTNU

Professor, PhD
Department of Industriel Economics and Technology Management

Rikke Bramming Jorgensen, Norwegian University of Science and Technology

Associate professor, PhD
Department of Industriel Economics and Technology Management


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How to Cite

Moen, O., & Jorgensen, R. B. (2010). The New Managerial Challenge: Transforming Environmental and Health Issues to Competitive Advantages. Journal of Technology Management & Innovation, 5(2), 24–36.



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