Companies are faced with much uncertainty in the competitive impact of the recent adoption of the Kyoto Protocol on global climate change, as well as current and future regulations that may come out of it. Companies have considerable freedom to explore different market strategies to address the problem of global warming and greenhouse gas emissions. Considers these strategic options with consideration of market action, 136 large companies that are part of the Global 500 are currently taking. Companies use six different marketing strategies in the field of climate change, which consist of various combinations of market components available for managers. Managers can choose between a large emphasis on improving their performance through innovation and the use of compensation approaches such as emissions trading. They can act on their own or jointly with other companies, NGOs or (local) authorities. "Hide
answer by Kolk, Jonathan Pinkse Source: California Management Review 16 pages. Publication Date: April 1, 2005. Prod. #: CMR308-PDF-ENG
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