If the brand relationship between the business and its clients, retail space is the most visceral conversation. Given the context for customers is the key to understanding their motivation and adoption of environmentally friendly products and services more relevant to them. For a better understanding of what consumers want from green proposals, and what is important in the context of their shopping experience - that is, time and convenience - products and services can connect with people in a more appropriate way. Authors, from leading design firm IDEO, describe four strategies to attract customers with products that contribute to a sustainable way of life for all.
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by Steve Bishop, Dan Cho Source: Rotman School of Management, 6 pages. Publication Date: 01 May 2008. Prod. #: ROT066-PDF-ENG
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