How ethical innovations boost brand perceptions

Akhtar, Tanzeel
July 2015
Marketing Week (Online Edition);7/2/2015, p1
Trade Publication
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.


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