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Growing Green: Three Smart Paths to Developing Sustainable Products
Unruh, Gregory; Ettenson, RichardArticle HBS-R1006G-EStrategyMost companies know that they need to be greening their offerings-if not to gain advantage, then simply to keep up. In this article the authors offer a framework for embarking on the green-product development process, introducing three broad strategies that companies can use to align their green goals and capabilities. An "accentuate" strategy involves evaluating products in the company's current portfolio and playing up or extending latent or ex...Starting at €8.20
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Volverse verdes
Unruh, Gregory; Ettenson, RichardArticle HBS-R1006GStrategyLa mayoría de las empresas saben que necesitan para ser más ecológicas sus ofertas, si no para obtener una ventaja, a continuación, simplemente para mantenerse al día. En este artículo los autores ofrecen un marco para embarcarse en el proceso de desarrollo verde-producto, la introducción de tres amplias estrategias que las empresas pueden utilizar para alinear sus objetivos verdes y capacidades. Una estrategia de "acentuar" implica la evaluación...Starting at €8.20