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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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8. Game Changers

Concepts such as corporate social responsibility, eco-tourism, environmentalism, and “green” products have become increasingly more important to both consumers and businesses in recent years. So has the growing concern over companies that exploit child labor, disrespect diversity, or ignore personal and environmental safety. Values are no longer a nice-to-have. They are growing in awareness and significance as a key business success factor—and becoming an expectation we have of the companies that we do business with.

While a select few companies would dare say values and core purpose drive business success, others are courageously beginning to use this as a means to differentiate their brand and their company. They have abandoned ...

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