SUSTAINABLE FUTURE?

This book describes the intents of environmental§impacts on market strategies of the European§automotive industry. Against the background of the§literature in deep specialities of growth and§competition strategies are pointed out. This is the§basis to discuss environmental impacts which might§bear exciting challenges for market strategies. The§macro and micro environment of the European§automotive industry is described and analysed by§using the PEST-analysis and Michael Porter s model of FIVE-FORCES affecting an industry. After having§looked at the historical developments, the author§describes environmental impacts which results in§corporate rethinking, creating green products and a§green marketing challenge. The strategic relevance is§discussed on the background of growth and competition§strategies. The conservation of the environment as a§public good is worked out. Especial the§responsibility of the peoples of the world, the§necessity of a consumer rethinking, and the§rethinking of consumption patterns are major assigned§duties of our generation. It is always the right§time to start an alteration but better do it today§than tomorrow!