Green operations strategy of a luxury car manufacturer

Breno Nunes*, David Bennett, Duncan A Shaw

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


This paper investigates the strategic environmental decisions of a luxury car manufacturer. Through case study research, the investigation sheds light on why and how the company is adopting green technologies. Being pressured by different stakeholders to become greener, luxury car manufacturers carry significant opportunities for environmental improvement given the nature of their manufacturing processes and products. Because of their low-volume production, manufacturers may be able to increase output and still reduce overall emissions when compared to high-volume manufacturers. In the case study company this was found to be possible only because of new ideas brought by a change in ownership. Luxury manufacturers may also be a test-bed for the development and experimentation of green technologies as part of a strategic approach to environmental initiatives. This paper contributes to the fields of green technology adoption and operations strategy in automotive manufacturing groups.
Original languageEnglish
Pages (from-to)24-39
Number of pages16
JournalTechnology Analysis and Strategic Management
Issue number1
Early online date27 Jul 2015
Publication statusE-pub ahead of print - 27 Jul 2015

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in Technology Analysis & Strategic Management on 27/7/2015, available online:


  • environmental decision-making
  • green operations
  • luxury cars
  • sustainability strategy


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