Lead, Follow or Move Aside
The "Wal-Mart environmental moment" starts with the C.E.O. adopting a green branding strategy as a purely defensive, public relations, marketing move. Then an accident happens -- someone in the shipping department takes it seriously and comes up with a new way to package the latest product and saves $100,000. This gets the attention of the C.E.O., who turns to his P.R. adviser and says, "Well, isn't that interesting? Get me a sustainability expert. Let's ... Full Story »
Posted by Kaizar Campwala
