Sales management in the era of the green economy
https://doi.org/10.18384/2949-5024-2026-2-50-60
Abstract
Aim. The aim is to form approaches to sales management under the influence of the green agenda, with a focus on identifying the limitations and contradictions of this transformation.
Methodology. Secondary data and indicators of the global green economy market were analyzed, and academic publications, reports of international organizations, and corporate cases were studied.
Results. It was shown that the green transformation requires a selective approach, considering the industry specifics and financial capabilities of the organization. The advantages and disadvantages of transitioning to the principles of the green economy were identified. The article addresses the pressing issues of adapting the organization's commercial functions, which were previously overlooked in similar studies. It explores the barriers to transforming sales management systems in the context of the green economy, providing valuable insights for sales teams.
Research implications. The study summarizes the differences between traditional and green sales management models. It updates the issue of implementing green economy principles in business practices. The article provides recommendations for sales managers regarding new requirements for employee competencies, sales management, and sales system organization.
About the Author
Yu. Zuenkova
Russian State University for the Humanities
Russian Federation
Russian Federation
Yulia A. Zuenkova – Cand. Sci. (Economics), Assoc. Prof., Marketing Department
Moscow
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