International Business Study Case

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internationalistic Business Review Vol. 4, No. 3, pp. 295-312, 1995

Pergamon

0969-5931(95)00011-9

Copyright © 1995 Elsevier intelligence Ltd Printed in Great Britain. All rights reserved 0969-5931/95 $9.50 + 0.00

Gree,n trade in Europe and the unify States: an Evolving Business and Society Interface
Marc Lampe* and Gregory M. Gazdat
* school of Business Administration, University of San Diego, San Diego, CA 92110, USA ?John M. Ahlers Center for International Business, School of Business Administration, University of San Diego, San Diego, CA 92110, USA
Abstract - - Concern for the environment has become one of the most important issues of the
1990s. Both in Europe and the United States, companies have discovered that consumers will demoralise products, or avoid their purchase, based upon environmental considerations. This phenomena, referred to as viridity Marketing, involves the marketing response to the design, production, packaging, use and disposal of products. This article traces the ontogeny of green business, and the societal catalysts and pressures that have resulted in green marketing. Next, secern green marketing issues and activities, both in Europe and the United States, are discussed. Finally, key implications and implementation strategies are suggested.





Green

Marketing in Europe and the United States

Key Words - - Green Marketing, Environmental, Greening.

The ontogeny of Green Business: a Brief History In the late 1960s the United States began the modern environmental trend and became the world leader for environmental reform. At that time European countries were still engaged in completing post-World War II economic recovery (Flattau, 1990). In the US the ecology effort of the 1960s raised public awareness and concern. This movement conduct to the creation of the Council on Environmental Quality (CEQ) and the Environmental P r o t e c t i o n A g e n c y (EPA) in 1970, and the passage of n u m e r o u s environmental laws during the...If you want to get a plentiful essay, order it on our website: Orderessay



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