Competing for a Share of Sustainability Expenditure in the Defense Industry 201012: Green Marketing Strategies and Drivers, Defense Supplier Expenditure Activity, and Impact on Profitability


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160pages

ICD Research

$ 2000

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Summary

Competing for a Share of Sustainability Expenditure in the Defense Industry 201012: Green Marketing Strategies and Drivers, Defense Supplier Expenditure Activity, and Impact on Profitability
is a new report by ICD research that analyzes how defense industry supplier companies perceive sustainability; the specific marketing strategies and practices being undertaken; how sustainability initiatives have been affected by the economic downturn; and what actions are being taken to minimize its negative effects. This report also examines category-level spending outlooks; green marketing budgets; supplier selection criteria; competitive structure developments; the principal challenges associated with the implementation of sustainability practices; market-specific growth opportunities; and the investment opportunities available for leading marketing decision makers.

Scope

  • The report is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
  • Opinions and forward looking statements on sustainability management of over 529 industry executives are captured in our in-depth survey, of which 56% represent Directors, C-levels & Departmental Heads 
  • Analysis on effective promotional channels and major drivers of green marketing, along with key steps of marketing green credentials
  • Key topics include suppliers annual and green marketing budgets, post recession spending trends and modifications, customer acceptance of green initiatives marketing, and how sustainability might influence future business and profitability
  • In the report suppliers identify whether green marketing is more effective than traditional marketing while industry players predict customer spending patterns on sustainability for the next 12-24 months
  • The geographical scope of the research is global drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa & Middle East
  • The report examines current practices and provides future expectations over the next 12-24 months
  • The report provides qualitative analysis of key industry opportunities and threats and contains full survey results

ReasonsToBuy

  • Benchmark your sales and marketing plans with industry competitors to effectively determine sustainability strategy and drivers
  • Identify the specific green marketing channels your competitors are using to win business
  • Better promote your business by aligning your capabilities and business practices with your customers changing sustainability needs
  • Predict customer spend on sustainability, and acceptance of green initiatives to help forecast revenues
  • Understand post recession modifications to sustainability initiatives to formulate company policies
  • Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

Key Highlights

  • Cost savings, attracting new customers and managing corporate reputation are major drivers influencing sustainability efforts in the defense industry.
  • Post recession some 62% of industry players are looking to increase their sustainability budget over the next 12 months, with only 10% looking to decrease it.
  • Some 27% of companies in defense industry consider green marketing to be more effective than traditional marketing, whereas only 18% consider it to be less effective.
TABLE OF CONTENT

Chapter 1: Executive Summary

Chapter 2: Introduction
Heading: Profile Of Survey Respondents

Chapter 3: Sustainability In The Defense Industry
Heading: What sustainability means to the defense industry
Heading: Leaders of sustainability in the defense industry
Heading: Implementation of sustainability practices in the defense industry
Heading: The drivers of sustainability in the defense industry

Chapter 4: How The Economic Downturn Has Affected Sustainability Initiatives In The Defense Industry
Heading: The importance of sustainability after the recession
Heading: Post recession spending trends
Heading: Post recession modifications to sustainability initiatives
Heading: Leading concerns in the effective implementation of sustainable practices

Chapter 5: Demand For Sustainability In 2010-2012
Heading: How sustainability initiatives will impact future profitability
Heading: Customer demand for sustainable products and services: regional growth forecasts
Heading: Predictions of customer spend on sustainability
Heading: Customer acceptance of green initiatives
Heading: Important attributes of sustainable development in the value chain

Chapter 6: Defense industry marketing spend activity
Heading: Annual marketing budgets: 2010-2011
Heading: Green marketing budgets in the defense industry
Heading: Key promotional channels

Chapter 7: Defense industry green marketing dynamics
Heading: Is green marketing more effective than traditional marketing?
Heading: Major drivers of green marketing
Heading: Key steps of marketing green credentials

Chapter 8: Measures For Reduction Of Carbon Emission
Heading: Carbon emissions as criteria for supplier selection
Heading: Steps to reduce carbon emission

Chapter 9: Appendix

Table 1: Count of global defense industry survey respondents by company type (Number of respondents), 2010 industry survey
Table 2: Buyer respondents by job role (% of buyer respondents), global defense industry, 2010
Table 3: Buyer respondents by region (% of buyer respondents), global defense industry, 2010
Table 4: Supplier respondents by organizations global company turnover (% of supplier respondents), global defense industry, 2010
Table 5: Supplier respondents by job role (% of supplier respondents), global defense industry, 2010
Table 6: Supplier respondents by organization's total employee size (% of supplier respondents), global defense industry, 2010
Table 7: Supplier respondents by region (% of supplier respondents), global defense industry, 2010
Table 8: Defense organization / ministry: perceptions of sustainability in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Table 9: Military / civil defense contractor: perceptions of sustainability in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 10: Consultancy / IT / other service provider: perceptions of sustainability in the global defense industry (% of consultancy / IT / other service provider), 2010-2011
Table 11: Perceptions of sustainability in the global defense industry by company turnover: (% of all supplier respondents), 2010-2011
Table 12: Perceptions of sustainability in the global defense industry by company turnover: (% of all respondents), 2010-2011
Table 13: Champions of sustainability in the global defense industry (% of all buyer respondents), 2010-2011
Table 14: Champions of sustainability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 15: Champions of sustainability in the global defense industry by region: North America, Europe, Asia Pacific, Rest of the World (% of all supplier respondents), 2010-2011
Table 16: Champions of sustainability in the global defense industry by company turnover (% of all supplier respondents), 2010-2011
Table 17: Defense organization / ministry: level of implementation of sustainability practices in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Table 18: Level of implementation of sustainability practices in the global defense industry: (% of military / civil defense contractor respondents), 2010-2011
Table 19: Level of implementation of sustainability practices in the global defense industry: (% of military / civil defense contractor respondents), 2010-2011
Table 20: Drivers of sustainability practices in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (all supplier respondents), 2010-2011
Table 21: Global defense industry: the importance of sustainability after recession (% of defense organization / ministry respondents), 2010-2011
Table 22: Military / civil defense contractor: the importance of sustainability in the global defense industry after recession (% of military / civil defense contractor respondents), 2010-2011
Table 23: Consultancy / IT / other service provider: the importance of sustainability in the global defense industry after recession (% of consultancy / IT / other service provider respondents), 2010-2011
Table 24: Regional variations: global defense industry: the importance of sustainability after recession (% of all respondents), 2010-2011
Table 25: Variations by company turnover: global defense industry: the importance of sustainability after recession (% of all supplier respondents), 2010-2011
Table 26: Global defense industry: post recession spending trends in sustainability: all 'increase' / all 'decrease' / all 'no change' responses (% of all buyer respondents), 2010-2011
Table 27: Global defense industry: post recession spending trends in sustainability (% of all buyer respondents), 2010-2011
Table 28: Global defense industry: post recession spending trends in sustainability: buyer vs. supplier comparison (% of all respondents), 2010-2011
Table 29: Regional variations in the global defense industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Table 30: Variations by company turnover in the global defense industry: post recession spending trends in sustainability (% of all supplier respondents), 2010-2011
Table 31: Variations by employee size in the global defense industry: post recession spending trends in sustainability (% of all supplier respondents), 2010-2011
Table 32: Post recession spending trends of companies who assign importance to sustainability after recession, global defense industry (% all respondents expecting increase in budget), 2010-2011
Table 33: Regional variations in the global defense industry: post recession spending trends of companies who assign importance to sustainability after recession (% all respondents expecting increase in budget), 2010-2011
Table 34: How sustainability initiatives have changed in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Table 35: Military / civil defense contractor: how sustainability initiatives have changed in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 36: Consultancy / IT / other service provider: how sustainability initiatives have changed in the global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Table 37: How sustainability initiatives have changed in the global defense industry with companies assigning higher importance to sustainability after recession: ('in the process of implementing' and 'implemented' responses), 2010-2011
Table 38: Global defense industry: leading concerns in the effective implementation of sustainable practices: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 39: Global defense industry: leading concerns in the effective implementation of sustainable practices: regional variations (% of all supplier respondents), 2010-2011
Table 40: Global defense industry: leading concerns in the effective implementation of sustainable practices: variations by company turnover(% of all supplier respondents), 2010-2011
Table 41: How sustainability initiatives will impact future profitability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010- 2012
Table 42: How sustainability initiatives will impact future profitability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010- 2012
Table 43: Regional variations of how sustainability initiatives will impact future profitability in the global defense industry (% of all supplier respondents), 2010-2012
Table 44: How sustainability initiatives will impact future profitability in the global defense industry by company turnover (% of all supplier respondents), 2010-2012
Table 45: How sustainability initiatives will impact future profitability in the global defense industry by employee size (% of all supplier respondents), 2010-2012
Table 46: Forecast growth in customer demand for sustainability by country (% of military / civil defense contractor respondents), 2010-2012
Table 47: Forecast growth in customer demand for sustainability by country (% of consultancy / IT / other service provider respondents), 2010-2012
Table 48: Predictions of customer spend on sustainability in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 49: Predictions of customer spend on sustainability in the global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Table 50: Anticipated level of customer acceptance of green initiatives in the global defense industry: (% of all supplier respondents), 2010-2011
Table 51: Senior level respondents: anticipated level of customer acceptance of green initiatives among suppliers in the global defense industry (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2012
Table 52: Military / civil defense contractor: important attributes of sustainable development in the value chain, global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 53: Consultancy / IT / other service provider: important attributes of sustainable development in the value chain, global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Table 54: Annual marketing budgets in US$ in the global defense industry (% of all supplier respondents), 2010-2011
Table 55: Annual marketing budgets in US$ in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 56: Annual marketing budgets in US$ in the global defense industry by region (% of all supplier respondents), 2010-2011
Table 57: Annual marketing budgets in US$ in the global defense industry by company turnover (% of all supplier respondents), 2010-2011
Table 58: Earmarked budget for green marketing (% of all supplier respondents), global defense industry, 2010-2011
Table 59: Earmarked budget for green marketing: military / civil defense contractor vs. consultancy / IT / other service provider (% of supplier respondents), global defense industry, 2010-2011
Table 60: Variations by company turnover in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 61: Green marketing budget: variations by marketing budget (% of all supplier respondents), global defense industry, 2010-2011
Table 62: Variations by decision making authority in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 63: Variations by size of annual marketing budget in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 64: Variations by companies which expect an increase in profitability by sustainability initiatives in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Table 65: Military / civil defense contractor vs. consultancy / IT / other service provider: global defense industry: key promotional channels (% of all supplier respondents), 2010-2011
Table 66: Green marketing vs. traditional marketing: global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Table 67: Regional variations: green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Table 68: Company turnover variations: green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Table 69: Senior level respondents: green marketing vs. traditional marketing, global defense industry (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Table 70: Variations by green marketing budgets : green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Table 71: Green marketing drivers: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), global defense industry, 2010-2011
Table 72: Regional variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 73: Company turnover variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 74: Employee size variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 75: Variations by decision making authority: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Table 76: Military / civil defense contractor vs. consultancy / IT / other service provider: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Table 77: Regional variations: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Table 78: Company turnover variations: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Table 79: Senior level respondents: marketing green credentials, global defense industry (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Table 80: Regional variations: carbon emissions as selection criteria (% of all supplier respondents), global defense industry, 2010-2011
Table 81: Measures for reduction of carbon emissions in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Table 82: Measures for reduction of carbon emissions in the global defense industry (% of consultancy / IT / other service providers respondents), 2010-2011
Table 83: Full survey results closed questions

Figure 1: Defense organization / ministry: perceptions of sustainability in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Figure 2: Military / civil defense contractor: perceptions of sustainability in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Figure 3: Consultancy / IT / other service provider: perceptions of sustainability in the global defense industry (% of consultancy / IT / other service provider), 2010-2011
Figure 4: Perceptions of sustainability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Figure 5: Perceptions of sustainability in the global defense industry by company turnover: (% of all supplier respondents), 2010-2011
Figure 6: Regional variations: perceptions of sustainability in the global defense industry (% of all respondents), 2010-2011
Figure 7: Champions of sustainability in the global defense industry (% of all buyer respondents), 2010-2011
Figure 8: Champions of sustainability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Figure 9: Champions of sustainability in the global defense industry by region: North America, Europe, Asia Pacific, Rest of the World (% of all supplier respondents), 2010-2011
Figure 10: Champions of sustainability in the global defense industry by company turnover (% of all supplier respondents), 2010-2011
Figure 11: Defense organization / ministry: level of implementation of sustainability practices in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Figure 12: Regional variations: level of implementation of sustainability practices among buyers in the global defense industry (% of 'in the process of implementing' and 'implemented' combined respondents), 2010-2011
Figure 13: Level of implementation of sustainability practices in the global defense industry: (% of military / civil defense contractor respondents), 2010-2011
Figure 14: Level of implementation of sustainability practices in the global defense industry: (% of consultancy / IT / other service provider respondents), 2010-2011
Figure 15: Regional variations: level of implementation of sustainability practices among suppliers in the global defense industry (% of 'in the process of implementing' and 'implemented' combined respondents), 2010-2011
Figure 16: Variations by company turnover: level of implementation of sustainability practices among suppliers in the global defense industry (% of 'in the process of implementing' and 'implemented' respondents), 2010-2011
Figure 17: Drivers of sustainability practices in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (all supplier respondents), 2010-2011
Figure 18: Regional variations: high influence drivers of sustainability practices among suppliers in the global defense industry (% of all high influence respondents), 2010-2011
Figure 19: Variations by company turnover: high influence drivers of sustainability practices among suppliers in the global defense industry (% of all high influence respondents), 2010-2011
Figure 20: Global defense industry: the importance of sustainability after recession (% of defense organization / ministry respondents), 2010-2011
Figure 21: Military / civil defense contractor: the importance of sustainability in the global defense industry after recession (% of military / civil defense contractor respondents), 2010-2011
Figure 22: Consultancy / IT / other service provider: the importance of sustainability in the global defense industry after recession (% of consultancy / IT / other service provider respondents), 2010-2011
Figure 23: Regional variations: global defense industry: the importance of sustainability after recession (% of all respondents), 2010-2011
Figure 24: Variations by company turnover: global defense industry: the importance of sustainability after recession (% of all supplier respondents), 2010-2011
Figure 25: Global defense industry: post recession spending trends in sustainability (% of all buyer respondents), 2010-2011
Figure 26: Global defense industry: post recession spending trends in sustainability: buyer vs. supplier comparison (% of all respondents), 2010-2011
Figure 27: Regional variations in the global defense industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Figure 28: Variations by company turnover in the global defense industry: post recession spending trends in sustainability (% of all supplier respondents), 2010-2011
Figure 29: Variations by employee size in the global defense industry: post recession spending trends in sustainability (% of all supplier respondents), 2010-2011
Figure 30: How sustainability initiatives have changed in the global defense industry (% of defense organization / ministry respondents), 2010-2011
Figure 31: Military / civil defense contractor: how sustainability initiatives have changed in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Figure 32: Consultancy / IT / other service provider: how sustainability initiatives have changed in the global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Figure 33: How sustainability initiatives have changed in the global defense industry by region: North America, Europe, Asia Pacific, Rest of the World ('in the process of implementing' and 'implemented' responses combined), 2010-2011
Figure 34: How sustainability initiatives have changed in the global defense industry by company turnover: ('in the process of implementing' and 'implemented' responses combined), 2010-2011
Figure 35: Global defense industry: leading concerns in the effective implementation of sustainable practices: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Figure 36: Global defense industry: leading concerns in the effective implementation of sustainable practices: regional variations (% of all supplier respondents), 2010-2011
Figure 37: Global defense industry: leading concerns in the effective implementation of sustainable practices: variations by company turnover(% of all supplier respondents), 2010-2011
Figure 38: How sustainability initiatives will impact future profitability in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010- 2012
Figure 39: Forecast growth in customer demand for sustainability by country (% of military / civil defense contractor respondents), 2010-2012
Figure 40: Forecast growth in customer demand for sustainability by country (% of consultancy / IT / other service provider respondents), 2010-2012
Figure 41: Predictions of customer spend on sustainability in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Figure 42: Predictions of customer spend on sustainability in the global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Figure 43: Predictions of customer spend on sustainability among suppliers in the global defense industry by region (% of sum of 'a majority would be willing to pay more' and 'a majority would be willing to switch products and pay more' respondents), 2010-2011
Figure 44: Predictions of customer spend on sustainability among suppliers in the global defense industry by company turnover (% of sum of 'a majority would be willing to pay more' and 'a majority would be willing to switch products and pay more' respondents), 2010-2011
Figure 45: Military / civil defense contractor: important attributes of sustainable development in the value chain, global defense industry (% of military / civil defense contractor respondents), 2010-2011
Figure 46: Consultancy / IT / other service provider: important attributes of sustainable development in the value chain, global defense industry (% of consultancy / IT / other service provider respondents), 2010-2011
Figure 47: Regional variations: important attributes of sustainable development in the value chain, global defense industry: sum of 'very important' and 'important' combined (% of all supplier respondents), 2010-2011
Figure 48: Variations by company turnover: important attributes of sustainable development in the value chain, global defense industry: sum of 'very important' and 'important' combined (% of all supplier respondents), 2010-2011
Figure 49: Annual marketing budgets in US$ in the global defense industry (% of all supplier respondents), 2010-2011
Figure 50: Annual marketing budgets in US$ in the global defense industry (% of all supplier respondents), 2010-2011
Figure 51: Annual marketing budgets in US$ in the global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Figure 52: Annual marketing budgets in US$ in the global defense industry by region (% of all supplier respondents), 2010-2011
Figure 53: Annual marketing budgets in US$ in the global defense industry by company turnover (% of all supplier respondents), 2010-2011
Figure 54: Earmarked budget for green marketing (% of all supplier respondents), global defense industry, 2010-2011
Figure 55: Earmarked budget for green marketing: military / civil defense contractor vs. consultancy / IT / other service provider (% of supplier respondents), global defense industry, 2010-2011
Figure 56: Regional variations in green marketing budgets (% of all supplier respondents), global defense industry, 2010-2011
Figure 57: Military / civil defense contractor vs. consultancy / IT / other service provider: global defense industry: key promotional channels (% of all supplier respondents), 2010-2011
Figure 58: Regional variations: global defense industry: key promotional channels (% of all supplier respondents), 2010-2011
Figure 59: Company turnover variations: key promotional channels (% of all supplier respondents): global defense industry, 2010-2011
Figure 60: Variations by decision making authority: key promotional channels (% of all supplier respondents): global defense industry, 2010-2011
Figure 61: Green marketing vs. traditional marketing: global defense industry: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), 2010-2011
Figure 62: Regional variations: green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Figure 63: Company turnover variations: green marketing vs. traditional marketing, global defense industry (% of all supplier respondents), 2010-2011
Figure 64: Green marketing drivers: military / civil defense contractor vs. consultancy / IT / other service provider (% of all supplier respondents), global defense industry, 2010-2011
Figure 65: Regional variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Figure 66: Company turnover variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Figure 67: Employee size variations: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Figure 68: Variations by decision making authority: green marketing drivers (% of all supplier respondents), global defense industry, 2010-2011
Figure 69: Military / civil defense contractor vs. consultancy / IT / other service provider: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Figure 70: Regional variations: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Figure 71: Company turnover variations: marketing green credentials (% of all supplier respondents), global defense industry, 2010-2011
Figure 72: Military / civil defense contractor vs. consultancy / IT / other service provider: carbon emissions as selection criteria (% of all supplier respondents), global defense industry, 2010-2011
Figure 73: Measures for reduction of carbon emissions in the global defense industry (% of military / civil defense contractor respondents), 2010-2011
Figure 74: Measures for reduction of carbon emissions in the global defense industry (% of consultancy / IT / other service providers respondents), 2010-2011
Figure 75: Regional variations: level of implementation of measures for reduction of carbon emissions in the global defense industry (% of 'in the process of implementing' and 'implemented' combined respondents), 2010-2011
Figure 76: Company turnover variations: level of implementation of measures for reduction of carbon emissions in the global defense industry (% of 'in the process of implementing' and 'implemented' combined respondents), 2010-2011