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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.
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A 2008 study studied this question.
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