The importance of being seen to be Green: an empirical investigation of Green Marketing Strategies in Business-to-Business organizations
The purpose of this dissertation is to define Factors of Greenness for Business-to-Business organizations in order to define and operationalize the Greenness Matrix of Simula, Lehtimäki and Salo (2009). Operationalization refers to the definition of a vague concept aiming to make that concept measu...
| Main Author: | |
|---|---|
| Other Authors: | , |
| Format: | Others |
| Published: |
Auckland University of Technology,
2011-04-20T01:51:11Z.
|
| Subjects: | |
| Online Access: | Get fulltext |