Environmental Strategies: Lean and Green

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.