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Purpose
This paper aims to look at how companies obtain a greener strategy.
Design/methodology/approach
This paper looks at the greening of corporate strategy in brands, setting standards, green marketin and networking resources.
Findings
The paper finds that there will be a low carbon economy soon to which companies will need to adapt. Sustainability is very important.
Originality/value
This paper provides useful suggestions as to the future of green marketing.
© Emerald Group Publishing Limited
2008
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