Choosing the Right Green Marketing Strategy Case Solution
Green marketing hasn't lived up to visions and the hopes of activists and many supervisors. For instance, when consumers are compelled to make tradeoffs between product characteristics or helping the surroundings, the surroundings virtually never wins. And the understanding has also hurt hopes for eco-friendly products that such products are of lesser quality or do not actually produce on their environmental guarantees. And the news isn't all good, as the growing amount of individuals willing to pay a premium for eco-friendly products--from all-natural foods to energy-efficient appliances--attests. How, then, should these problems be handled by businesses? They must constantly remember that consumers are not likely to compromise on conventional product characteristics, like convenience, availability, cost, quality, and functionality. It is even more crucial that you recognize, nevertheless, that there isn't any single eco-friendly advertising strategy that's right for every business.
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: October 01, 2004
