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Keywords: Image
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2014) 35 (5): 14–22.
Published: 09 September 2014
... and business markets. Findings – We describe five strategies that are built upon value drivers for green products such as image, status, functionality and brand management through authenticity and superior offerings. We also emphasize the importance of strategies that target commercial markets for green...
