TITLE

How ethical innovations boost brand perceptions

AUTHOR(S)
Akhtar, Tanzeel
PUB. DATE
July 2015
SOURCE
Marketing Week (Online Edition);7/2/2015, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the impact of ethical business practices and innovations on the positive brand perceptions that will drive brand value and attract consumers, through their corporate social responsibility strategies. It cites the innovation processes of home furnishing company Ikea that are driven by sustainability commitments. Authors Nick Giles and Michael Hayman have identified the changes in consumption towards sustainable startups, and have built businesses in the food industry.
ACCESSION #
103638730

 

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