Studying the polluting industries in the United States, the author found the best way to interact with a growing green movement. Managers need to take a hybrid approach: paying attention to the external effects, as well as a look inside the company's own resources for inspiration. This powerful combination provides social legitimacy, influences the activity of the company and set you apart from the rest. "Hide
by Pascual Berrone Source: IESE-Insight Magazine 8 pages. Publication Date: September 15, 2009. Prod. #: IIR011-PDF-ENG
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