International Marketing, M3553 Spring 2012 Dr.

Jean Wilcox

COUNTRY NEWS

Carlos Sarmiento 1 Germany Is Germany the Model for a Second Green Revolution? January 20th, 2012 http://www.greenconduct.com/articles/2012/01/21/isgermany-the-model-for-a-second-green-revolution/

Source / Date of article Link to news article

Summary of article

In May 2011, shortly after the Fukishima Daiichi nuclear disaster, Germanys government decided to put the country on track to phase out its nuclear power plants. Instead of power plant, the Germans, will put into action other ways for energy sources such as wind, solar, geothermal, and bioenergy. Germany will call this the Renewable Energy act. The goals stated in the policy are: at least 35 percent of energy will come from renewable sources by 2020, at least 50 percent by 2030, at least 65 percent by 2040, and between 80 and 95 percent by 2050. A recent press release by Germanys Federal Ministry for the Environment, Nature Conservation and Nuclear Safety shows that renewable energy accounted for roughly 20 percent of energy production last year, up from just 6.4 percent in 2000. This move has caught the interest of other countries as they watch Germany take this $469 billion dollar plan. This money comes from taxpayers. According to Jeremy Rifkin, an American economist put it Germans cant afford to fail

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International Marketing, M3553 Spring 2012 Dr. Jean Wilcox

Why it is important

Implications of news from point of view of: Marketing? Or culture? Or flat world? Marketing Current business trends in environmental strategies. Consumers attitudes and willingness to pay for environmentally sensitive products. Companies will advertise and market more environmentally conscious products. Strategic approaches to marketing green products Consumer perception and government regulation of marketing claims; corporate communications Culture Environmentalism denominates a cultural movement that seeks to influence the political process by lobbying, activism, and education in order to protect natural resources and ecosystems from Germans. Germans will take environmental issues in more serious way due to the government move. This will also affect countries around the world as they watch Germany become a more energy and environmental inclined country. Flat World The world is becoming more environmental aware. Various countries are starting to understand the power of natural resources. I think other countries will follow the German idea of getting rid of power plants and building natural resources and energy.

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