Environmental Strategies: Lean and Green

Abstract

When the Earth Day hype reheated in 1990 after a 20‐year chill, it seemed that environmental marketing would be an important part of corporate strategy for years to come. Many large companies even instituted a new position within their ranks, manager of environmental marketing, to accompany the new selling approach. So it was a strong measure of the rapidly changing times when Procter & Gamble recently announced that it had uprooted that position, and Coca‐Cola reassigned one of its top green‐marketing pros.

Citation

Davids, M. (1994), "Environmental Strategies: Lean and Green", Journal of Business Strategy, Vol. 15 No. 2, pp. 18-20. https://doi.org/10.1108/eb039621