Cohen, Boyd and Munoz, Pablo
(2017)
Entering Conscious Consumer Markets: TOWARD A NEW GENERATION OF SUSTAINABILITY STRATEGIES.
CALIFORNIA MANAGEMENT REVIEW, 59 (4).
pp. 23-48.
Text
Entering CCC Cohen and Munoz CMR.pdf - Author Accepted Manuscript Download (774kB) |
|
Text
Entering CCC Cohen and Munoz CMR.pdf - Author Accepted Manuscript Download (774kB) |
Abstract
<jats:p> More than 40% of U.S. consumers participate in the $300 billion conscious consumer market (CCM). In the past decade, the growth of the CCM has not gone unnoticed by startups and established multinational corporations. Yet what differentiates success and failure of such forays is not fully understood. By using multi-case study design, this article explores how a range of firms have approached entry into the CCM. It develops a CCM Entry Strategies Matrix that suggests alternate market entry strategies dependent on the scope of the marketplace and the values of the target consumer segment. </jats:p>
Item Type: | Article |
---|---|
Additional Information: | Source info: California Management Review, (2016) |
Uncontrolled Keywords: | acquisitions, alliances, business and society, consumers, corporate reputation, diversification, entrepreneurship, green marketing |
Depositing User: | Symplectic Admin |
Date Deposited: | 21 Mar 2018 07:33 |
Last Modified: | 19 Jan 2023 06:38 |
DOI: | 10.1177/0008125617722792 |
Related URLs: | |
URI: | https://livrepository.liverpool.ac.uk/id/eprint/3019286 |