Chapter 8 Eighth Principle: Build Brand Authenticity
The Cases of Patagonia and Interface Carpets
✶Beer, J. (2019, October 16). Patagonia Founder Yvon Chouinard Talks About the Sustainability Myth, the Problem with the Amazon—and Why its not Too Late to Save the Planet. Fast Company. Accessed on November 8, 2023, from https://www.fastcompany.com/90411397/exclusive-patagonia-founder-yvon-chouinard-talks-about-the-sustainability-myth-the-problem-with-amazon-and-why-its-not-too-late-to-save-the-planet
✶✶Anderson, R. C., & White, R. (2009). Confessions of a Radical Industrialist: Profits, People, Purpose—Doing Business by Respecting the Earth. New York, NY: St. Martins Press (pp. 10–16).
“Everything man creates does more harm than good. We ...
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