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The concept of corporate sustainability has gained increasing traction over the past five decades and “green marketing” is now considered a crucial element of every marketing department’s agenda. But what happens when it comes to light—as in the Volkswagen diesel-emissions scandal of 2015—that a company has been waving a green flag in order to hide a black heart? And how can companies avoid greenwashing practices that might damage their legitimacy, reputation, and market value? Riddled with case studies, expert quotes, and infographics, Green Lies encapsulates the history of sustainability, outlines the risks of greenwashing, and most importantly proposes ways that—with the right corporate commitment—green can mean gold.Biografía del autor:
Pascual Berrone (BA, B.Sc., Ph.D.) is associate professor of strategic management and holder of the Schneider Electric Chair of Sustainability and Business Strategy at IESE Business School. He is a multi-award-winning researcher whose work on sustainable innovation, corporate governance and corporate social responsibility has been published in over a dozen international journals. Professor Berrone is Associate Editor of research outlet Organization & Environment and founder of the “Strategic Madrid Group,” an initiative that gathers world-class scholars and practitioners around strategic issues. He is also the academic co-director of the research platform IESE Cities in Motion. This is his second book.
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