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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

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GAINING COMPETITIVE ADVANTAGE THROUGH GREEN MARKETING : How green marketing is used as a competitive advantage?

Crassous, Thibault, Gassmann, Jeremy January 2012 (has links)
The research question how green marketing is used as a competitive advantage was answered by the analysis of the multiple case-study of two organizations of the boardsports industry, Jade and Notox. The comparison between theories and interviews revealed that, by doing green branding, having eco-labels, and implementing the five I’s, Jade and Notox are differentiating. This differentiation provides them a competitive advantage. In addition, Jade and Notox innovate in green materials and processes which, coupled with eco-labels, maintain the differentiation and generate a sustainable advantage.
green marketing
competitive advantage
differentiation
green branding
eco-label
five I’s
boardsports industry
Jade
Notox

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