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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Growing Green: Three Smart Paths to Developing Sustainable Products
內容大綱
Most companies know that they need to be greening their offerings-if not to gain advantage, then simply to keep up. In this article the authors offer a framework for embarking on the green-product development process, introducing three broad strategies that companies can use to align their green goals and capabilities. An "accentuate" strategy involves evaluating products in the company's current portfolio and playing up or extending latent or existing green attributes (as Arm and Hammer did when it repositioned its 150-year-old baking soda as "the #1 environmentally sensible alternative for cleaning and deodorizing"). An "acquire" strategy involves buying someone else's green brand-an approach used effectively by L'Oreal when it acquired The Body Shop, Unilever when it acquired Ben & Jerry's, and Colgate-Palmolive when it acquired Tom's of Maine. Finally, companies with innovation expertise can use an "architect" strategy, building green products from scratch, as Clorox did when it developed its celebrated Green Works line. Unruh and Ettenson offer case studies, outline benefits and hazards, and describe the optimal organizational and competitive circumstances for each strategy.