Published by:
MIT Sloan School of Management
Length: 6 pages
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Abstract
Today’s fringe issues in the sustainability world often become tomorrow’s mainstream and generic market expectations, writes Gregory Unruh of George Mason University. Between these two extremes lies a third territory, which Unruh calls 'strategic.' 'It is in this strategic territory that proactive companies have the best opportunity to influence the sustainability standards for their industry,' he writes.
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Abstract
Today’s fringe issues in the sustainability world often become tomorrow’s mainstream and generic market expectations, writes Gregory Unruh of George Mason University. Between these two extremes lies a third territory, which Unruh calls 'strategic.' 'It is in this strategic territory that proactive companies have the best opportunity to influence the sustainability standards for their industry,' he writes.