| Summary: | 碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 98 === The local and global ecological environment is facing serious pollution issues. Many Business decisions and practices have contributed to much of the negative impact on our environment. In consideration of business continuity and sustainability, businesses should have an incentive to take “green business” marketing opportunities and the social responsibility to change some of its practices. A sustainable business practice restores environmental quality, promotes stable and healthy communities, and increases long-term profitability.
This study will showcase how this can be done by using Taiwan’s chicken farming industry as an example. Data collection and analysis was performed to understand the current chicken farming industry’s operations and business model, to examine its impact on the environment, and to derive the threats and opportunities of the industry, both to our environment and its bottom line.
To meet the environmental challenge, the chicken farming industry needs to innovate in order to minimize its negative impact on our environment. As an organization transforms the deployment of its resources to operating activities (i.e., sales, production, human resources, financial, research development, etc.), it will improve its competitiveness by a positive and impactful “green business” marketing campaign.
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