The Role of Eco-Efficiency in Competitive Advantage Of Businesses

Abstract

Especially in recent years, parallel to the developments in technological fields accelerating globalization has brought about competition between businesses. Henceforward, they found themselves faced with the pressure of not only national competitors but also international competitors. To respond promptly to competitors in a competitive environment, to meet ever-changing customer expectations, and to use existing resources efficiently were forced businesses to create competitive advantage. The competitive advantage can shape depending on the decline in the costs and variety of the products. It is seen that, eco-efficiency and the impact of it to create competitive advantage are among the important issues for both businesses and researchers in these days. In this regard, to draw attention to the issue of creating a competitive advantage is intended through a study about the importance of eco-efficiency practices on the creation of competitive advantage for businesses. Thus, it is aimed that businesses in Turkey to have the stronger competition opportunities in both national and international market. First of all, in this study they are explained to the concept of competition, competitive advantage, and eco-efficiency, after the importance of the eco-efficiency on the creation of competitive advantages is emphasized. In this study, the case study method, which is one of the qualitative research methods was used as data collection tools. Web pages of the 34 business in Turkey and the world engaged eco-efficiency practices were examined between January 1, 2016 and February 10, 2016 by using content analysis method. As a result of this research, it was found that these businesses gained cost advantages by reducing the use of natural resources, water and electricity consumption with eco-efficiency practices, and also they were be more competitive in terms of differentiation strategies in marketing through the reduction of CO2 emissions, waste management and prevention of pollution.