An integrated micro- and macrolevel discussion of global green issues: "It isn't easy being green"

Two key issues arising from globalization of world markets are the impact of business activities on the environment and threats to sustainable development. These issues are usually referred to as "green" issues. This paper presents a detailed discussion of global green issues in the context of a number of environments that include the socioeconomic, political, technological, and competitive arenas. The discussion is based on an attempt to integrate two conceptual models by Maslow (Maslow, A., 1954. Motivation and Personality. Harper & Row, New York) and Cateora (Cateora, P.R., 1983. International Marketing, 4th. ed. Irwin, Chicago, IL). The goal is to bring together both a microlevel perspective of the individual consumer and a macrolevel perspective of business through analysis in multiple environments that are affected by green issues. This integration is viewed conceptually as a recursive system of mutually reinforcing causes and effects at the micro- and macrolevels. The leitmotiv throughout the paper is that "it isn't easy being green," either for consumers, activists, corporate leaders and managers, or public policymakers. Practical examples are presented to support and illustrate the discussion. The main finding is that a new approach is needed to business in general through a new dominant social paradigm (DSP) and to international business in particular in order to achieve both sustainable development and sustainable consumption. In conclusion, the importance of individual responsibility and action by consumers and managers alike is underlined.Global green issues Micro- and macrolevel approaches Sustainable development

Croatia: A Country “Created From God\u27s Tears”

This article introduces Croatia as a newly independent Eastern European state that is emerging from centuries of rule by others. Croatia aims to be a modern European nation, offering great potential for international business, tourism, and economic development. Information about Croatia is in short supply, so this article provides valuable insights for businesspeople considering doing business in Croatia. This information can also serve as a general benchmark for neighboring countries that were members of the former Yugoslavia. In the article, we provide background cultural information on Croatia and discuss aspects of the environment relating to (1) political, regulatory, and legal conditions; (2) human resource factors; and (3) foreign direct investment, trade, and marketing conditions. We conclude with managerial and research implications, as well as an evaluation of the outlook for Croatia\u27s future. © 2007 Wiley Periodicals, Inc