PurposeThis paper develops a contingency based model to understand how green technologies and green manufacturing performance measures evolve with the green manufacturing maturity levels of the firms.Design/methodology/approachA conceptual research model is developed by synthesizing extant literature. An illustrative case study of a paint manufacturing company is conducted, analyzing its five key green initiatives, which it has undertaken to demonstrate the research model. The primary means of data collection was interviews and document analysis.FindingsIt was observed that for all the five green initiatives, the choice of green technologies and the use of green manufacturing performance measures corroborate with the proposed research model. Further, the initial green manufacturing effort was motivated to comply with regulations, which subsequently shifted to gain strategic advantage, such as cost reduction and visibility.Research limitations/implicationsThe proposed model was applied only to an Indian paint manufacturing company with their five key green initiatives, which potentially limits the generalizability of the findings to other industries and/or geographies.Practical implicationsThe findings would aid practitioners in understanding both selection of green technology and the use of green manufacturing performance measures, based on a firm's maturity stage.Originality/valueThis study conducts a much-needed research on the evolution of green technology alternatives and green manufacturing performance measures for firms according to the four-stage maturity model derived from the natural resourced-based view.

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Purpose The researchers maintain that when a firm tackles “green concerns,” there could be several repercussions for manufacturing strategy decision areas (MS DAs). However, such repercussions are complex and have not been widely researched. This paper aims to propose a conceptual maturity stage model to study the configuration of MS DAs. Design/methodology/approach Firms exhibit different levels of “green” maturity in their journey and tend to make different choices in green technologies (GTs), resulting thereby in other compatible choices in their MS DAs. Extant literature has been synthesized in this light to build a conceptual maturity stage model in two steps. First, what is the GT that is involved! The second step discusses the possible implications of such a GT for MS DAs. Further, such information is organized according to a firm’s four maturity stages for all GTs that may be applicable. A case study has been undertaken to illustrate the model. Findings The results show good potential for the proposed conceptual model to examine the repercussions of MS DAs in industrial cases, and thereby develop relevant theories on this subject. Research limitations/implications The proposed model was applied to a paint manufacturing company, which potentially limits the findings’ generalizability to other industries and/or geographies. Practical implications The proposed conceptual model can help managers assess the maturity stages of manufacturing to determine suitable adjustments that may be required in configuring MS DAs to improve their positions. Originality/value This is among the very few models to explore the repercussions of green manufacturing for MS DAs according to the four-stage maturity model.

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