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Customers drive corporations |
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| Authors: | Sandra Vandermerwe |
| Institution: | Sandra Vandermerwe is Professor of Marketing and Services International Institute for Management Development at Lausanne, Switzerland Michael D. Oliff is Professor of Manufacturing Management and Director of Research at the International Institute for Management Development at Lausanne, Switzerland |
| Abstract: | This article discusses the dramatic growth of the ‘green’ movement and some of the inevitable effects on business as it becomes an integral element of consumer demand. Consumer pressure forces legislation and manufacturers need to foresee and prepare themselves for regulation. Companies need to establish a benchmark for future plans; identify the immediate opportunities and risks and plan for a broad range of long-term development. |
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