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Entering Conscious Consumer Market: Toward a new Generation of Sustainability Strategies

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dc.contributor.author Cohen, Boyd
dc.contributor.author Muñoz, Pablo
dc.date.accessioned 2018-03-20T20:15:20Z
dc.date.available 2018-03-20T20:15:20Z
dc.date.issued 2017
dc.identifier.citation California Management Review, 2017, Volumen: 59, Número: 4, Páginas: 23-48
dc.identifier.uri http://hdl.handle.net/11447/2047
dc.identifier.uri http://dx.doi.org/10.1177/0008125617722792
dc.description.abstract More than 40% of U.S. consumers participate in the $300 billion conscious consumer market (CCM). In the past decade, the growth of the CCM has not gone unnoticed by startups and established multinational corporations. Yet what differentiates success and failure of such forays is not fully understood. By using multi-case study design, this article explores how a range of firms have approached entry into the CCM. It develops a CCM Entry Strategies Matrix that suggests alternate market entry strategies dependent on the scope of the marketplace and the values of the target consumer segment.
dc.language.iso en
dc.subject Acquisitions
dc.subject Alliances
dc.subject Business and society
dc.subject Consumers
dc.subject Corporate reputation
dc.subject Diversification
dc.subject Entrepreneurship
dc.subject Green marketing
dc.title Entering Conscious Consumer Market: Toward a new Generation of Sustainability Strategies
dc.type Article


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