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The mission of a business might seem simple: Produce a product or a service, make a profit, and use that profit to expand the business. But social and environmental issues are impacting the business world like never before. Customers and shareholders are demanding more accountability and, in return, these companies are putting pressure on their suppliers to conform to new standards. The 2009 Net Impact Conference at the Ross School of Business, "Markets With a Mission," showcased ways in which some companies are adapting to the changing landscape and presented an overview of opportunities sprouting up.
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