Green Marketing: A Comparison between Global Power Brands and Local Power Brands

Abstract:

Significant progress has been made in recent years in the way that businesses approach their sustainability programmes. According to Thomas (2008), three years ago only 50 per cent of the top 250 companies around the world included sustainability in their business reporting. This is now up to 80 per cent and shows that companies are increasingly integrating environmental responsibilities into core business plans.

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