How to Market Sustainable Products
2024-03-01 词
Drawing on an extensive three-year research initiative at IMD business school that encompassed surveys, interviews, and interactive sessions with more 500 executives in B2B and B2C sectors from various countries, we’ve created a guide for sustainability marketing that builds on a more nuanced understanding of how consumers weigh the relative value of traditional and social and environmental benefits. With clarity on how consumers make this calculation, executives can devise product and service strategies that will maximize their chances of success.
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