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"Going Green" has become one of the most pervasive slogans in today's commercial marketplace. Growing awareness among policymakers, who are introducing more stringent environmental regulation and guidelines, and consumers, who are adapting buying habits and lifestyles toward more sustainable choices, is prompting businesses across the globe to enhance product sets and to build marketing strategies around the new metric of green credentials. Whereas the extent to which businesses are embracing going green varies from company to company and from segment to segment, the directional path toward greater greenness is evident.
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