What is Ecological Value

This chapter aims to summarize several years of research around strategic concepts and models that are useful for any organization. It starts with the study of the environment related to smart city development. In this turbulent context, organizations must survive and be robust, creating products with broader value based on a market-oriented approach to be successful. These products (goods, services, ideas, experiences, information) should be a solution to human needs and wants, accessible, enhanced, and inclusive. Organizations should be able to overcome marketing problems and undertake their production and delivery, fulfilling the entrepreneur's vision. Thus, strategic planning helps to guide the organization toward its goals and objectives through an inclusive and sustainable entrepreneurial marketing strategy. Finally, organizational products and activities are expected to contribute to societal sustainability.