Purpose – This paper aims to look at how companies obtain a greener strategy. Design/methodology/approach – This paper looks at the greening of corporate strategy in brands, setting standards, green marketin and networking resources. Findings – The paper finds that there will be a low carbon economy soon to which companies will need to adapt. Sustainability is very important. Originality/value – This paper provides useful suggestions as to the future of green marketing.
Strategic Direction – Emerald Publishing
Published: Apr 18, 2008
Keywords: Organizations; Green marketing; Strategic management; Global warming