Marketing P2–CP to business – past, present, and possible future

For over a decade, organizations involved in promoting pollution prevention/cleaner production (P2–CP) to businesses have been asking business managers to change the way they think. But perhaps the greatest adoption of P2–CP will occur when organizations take advantage of the way business managers already think, using strategies of business-to-business (B2B) marketing. In this paper, we trace the evolution of P2–CP promotion from an Educational Strategy, through a Diffusion Strategy, and finally to the B2B Strategy. We argue that P2–CP adoption can be significantly increased if organizations apply the techniques of companies that make their living from selling innovations to businesses and use the B2B markets to bring P2–CP innovations to businesses.