Applying green goodwill for project management on green economics concept

The prosperous thinking of green environment has changed the perceptions of companies to recognize the whole business operational environment, and how to the maximize stockholders´ equity and satisfy the pubic expectation simultaneously is an important subject still waiting to be solved. This paper uses the real options approach to assess the project value reflected by the developing level of green goodwill; each firm engages in complying different levels of market demand, decides whether to invest in green capital, and evaluates the potential strategy value of entering timing to be a leader or follower in the market. This paper tries to start a preliminary analysis of green economy issues, which will help sequent researches to develop the related model and provide a reference of decision making in practice.