Having begun humanizing the ecological presentation of its own operation, Aspen Skiing Corporation is contemplating "greening" its supply chain and lobbying for greenhouse gas regulations. A world celebrated ski resort vulnerable to global climate change, Aspen's actions often garner media attention, which can promote its causes.
But these initiatives, which attempt to compel other businesses to improve their environmental performance, risk a public relations backlash and charges of "greenwashing" given that Aspen's ski resorts are themselves environmentally intensive operations.
PUBLICATION DATE: September 13, 2010 PRODUCT #: 611003-PDF-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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