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Krombacher beer, the World Wildlife Fund, and cause-related marketing : a case of greenwashing? / Christoph L?tge.
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View online- Format:
- Book
- Author/Creator:
- L?tge, Christoph, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Business ethics--Case studies.
- Business ethics.
- Corporations--Environmental aspects.
- Corporations.
- Industrial management--Environmental aspects.
- Industrial management--Environmental aspects--Case studies.
- Industrial management.
- Corporations--Environmental aspects--Case studies.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2018.
- System Details:
- text file
- Summary:
- In 2002, the German beer brewery Krombacher, together with the World Wildlife Fund, started a cause-related marketing campaign, which promised that for every crate of beer sold, one square meter of rainforest would be protected. The campaign, which was repeated several times, came under attack from ecological organizations and was accused of greenwashing. This case discusses whether the criticism is justified from an ethical point of view, and what companies can do to avoid being perceived as undertaking mere greenwashing.
- Notes:
- Includes bibliographical references and index.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781526445919
- OCLC:
- 1023550803
- Access Restriction:
- Restricted for use by site license.
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