BUS 360W Report 1: Evaluating Research for OFG Marketing Strategy

This report is a response to BUS 360W Report Submission #1, focusing on the evaluation of initial research for a marketing strategy project. The assignment tasks students with acting as senior partners at Obelisk Consulting Group, hired by Overwaitea Food Group (OFG) to develop a strategy for increasing sales among Millennials and Gen Z, considering competition from Amazon, T&T Supermarket, and Costco. The report includes a cover page, planning notes (Observations about Audience, Purpose, and Complex Environmental Factors, and journalistic questioning technique), and a preliminary annotated list of sources. The provided solution evaluates the reliability, relevance, and recency of a chosen source, a peer-reviewed journal article on green product innovation, and its suitability for making marketing recommendations. The analysis explores the article's methodology, data sources, and its relevance to contemporary marketing issues, particularly green innovation approaches.

Running head: ACADEMIC & BUSINESS RESEARCH
Academic & Business Research
Name of the Student
Name of the University
Author Note

1ACADEMIC & BUSINESS RESEARCH
Chosen sources: Dangelico, R. M. (2016). Green product innovation: Where we are and
where we are going. Business Strategy and the Environment, 25(8), 560-576.
Is your evidence/source reliable?
The chosen source is reliable enough for the use of marketing recommendation
because the article is a peer-reviewed journal. The study uses a systematic review
methodology and systematic reviewed helped to collect empirical evidence fitting previously
identified eligibility criteria along with specific research questions. Moreover, the data
sources are reliable because all database used in the article are searched with the combination
of some specific keywords. Thus, it can be mentioned that data presented in the article in
relation to innovation and green marketing strategy is relevant and reliable for the analysis.
Is the evidence relevant?
The chosen study includes a secondary data analysis and thereby, the authors have
used a wide source of secondary journal articles. The chosen secondary data sources are
published in the renowned publication sources like Business Strategy and the Environment,
journal of Business Ethics and International journal of Innovation and Sustainable
Development. All data sources are valid and often used by academic scholars. All collected
research papers have used both quantitative and qualitative research methods and particularly
in the context of qualitative study, a multiple case study methodologies are used.
Is the evidence recent?
The chosen data source is recent, as it is published in the last quarter of 2016. This
means that study was published through the journal source ‘Business Strategy and the
Environment’. Thereby, the discussion presented in the article shaped by the contemporary
marketing issues. Author shed light on the contemporary green innovation approaches to
highlight the significance green innovation.

2ACADEMIC & BUSINESS RESEARCH
Reference
Dangelico, R. M. (2016). Green product innovation: Where we are and where we are
going. Business Strategy and the Environment, 25(8), 560-576.