Marketing is filling my sails with many interesting ideas in the BUSA 522 for the RRU MBA.
The key thought today is doing the right thing. At this point, your company should be already leading the green revolution among your competitors. Create value for your customers by reducing waste and cost- maybe with a brown paper bag packaging.
You should already be acting ethically. You should already be investing back into the environment, the ecosystem, the education system in your local communities. Not just because it is the right thing to do, but also because doing the right thing is catching on.
Patagonia got its start and market dominance in pitons- small metal dagger type climbing devices that are hammered into the rock face. But that is not the best for the climbing community and the environment, so they did the right thing, and stopped making and selling pitons.
Hard to stay relevant these days, with so many pieces moving. Even harder to stay relevant if you are not doing the right things.
Dieter Wentzel, CPHR