1.. In a Harvard Business Review article on supply chain accountability (November 2011, pp. 8896), Unilever's chief...

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1.. In a Harvard Business Review article on supply chain accountability

(November 2011, pp. 88–96), Unilever's chief supply chain officer stated: “Sixty-five percent of our environment footprint is related to how consumers use our products. We have to lead beyond our own walls.” Discuss how multinationals like Unilever can convince customers around the world to behave more “responsibly.”

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Global Marketing Management

ISBN: 9781118466483

6th Edition

Authors: Masaaki Kotabe, Kristiaan Helsen

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