Abstract

NAJERA OCHOA, Jessica. Business Opportunities and Environmental Trends. rev.univ.empresa [online]. 2018, vol.20, n.35, pp.13-50. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.5740.

Environmental trends represent threats but also opportunities for business in respect to new kinds of goods and services. This research aims to study how companies take advantage of business opportunities from environmental change for the development of a sustainable competitive advantage. It was determined for a study sample of Mexican companies: if they are able to identify the business opportunities arising from environmental trends; if they recognize how to take advantage of them and if it is possible for them to reach these opportunities for their benefit. The applied research type is technological, cross-sectional and correlational. The approach is mixed, quantitative and qualitative. For data processing and analysis sample normality test, research instrument reliability, parametric statistical test, and the correlation and determination coefficients were used. The results of this study show a high and positive linear relationship between variables, which implies that the knowledge about environmental trends, the availability of resources and the innovative attitude enable and facilitate companies to take advantage of business opportunities from environmental change, regardless of the company's size.

Keywords : Competitiveness; competitive advantage; sustainability; green economy; environmental trends; business opportunities.

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