Published by:
Harvard Business Publishing
Length: 8 pages
Topics:
Green marketing
Share a link:
https://casecent.re/p/82836
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
For three months this spring, HBR Green hosted a six-part series of on-line commentary and discussion exploring best practices and new thinking in green business strategy. Leaders of the business world - including Brian Walker, CEO of Herman Miller; Judith Samuelson, an Executive Director at the Aspen Institute; and Stuart Rose, Chief Executive of Marks & Spencer - asked provocative questions about how environmental issues are affecting key corporate disciplines: operations, corporate governance, marketing, ethics, leadership, and supply chain management. Featured contributors and readers from around the globe - executives of companies large and small, consultants, heads of utilities, academics - answered with robust and lively commentaries. Their contributions taught us that in marketing green products, companies must not lose sight of the basic reasons consumers buy them in the first place; that products that are green from the ground up have fundamentally different economics and markets from products that start dirty and are cleaned up by reengineered processes; that global pooling and exchange of technology are vital to cleaning up supply chains and reducing worldwide greenhouse gas emissions; that going green requires a sustained and unified effort from a diverse set of companies, customers, suppliers, workers, nonprofits, governments, and non-governmental organisations. And, as the highlights collected in this special section reveal, no company, industry, or executive will remain untouched.
About
Abstract
For three months this spring, HBR Green hosted a six-part series of on-line commentary and discussion exploring best practices and new thinking in green business strategy. Leaders of the business world - including Brian Walker, CEO of Herman Miller; Judith Samuelson, an Executive Director at the Aspen Institute; and Stuart Rose, Chief Executive of Marks & Spencer - asked provocative questions about how environmental issues are affecting key corporate disciplines: operations, corporate governance, marketing, ethics, leadership, and supply chain management. Featured contributors and readers from around the globe - executives of companies large and small, consultants, heads of utilities, academics - answered with robust and lively commentaries. Their contributions taught us that in marketing green products, companies must not lose sight of the basic reasons consumers buy them in the first place; that products that are green from the ground up have fundamentally different economics and markets from products that start dirty and are cleaned up by reengineered processes; that global pooling and exchange of technology are vital to cleaning up supply chains and reducing worldwide greenhouse gas emissions; that going green requires a sustained and unified effort from a diverse set of companies, customers, suppliers, workers, nonprofits, governments, and non-governmental organisations. And, as the highlights collected in this special section reveal, no company, industry, or executive will remain untouched.