Entering Conscious Consumer Markets: TOWARD A NEW GENERATION OF SUSTAINABILITY STRATEGIES

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)

Official URL: http://dx.doi.org/10.1177/0008125617722792

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:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3019286