Every (repurposed) product has a story
Using recycled or repurposed materials to make a new product can be a good sustainability strategy, but how can marketers increase the appeal of such goods to consumers? An experiment by two marketing scholars reveals that this appeal can be stimulated by explicitly telling just a little of the prod...
| Otros Autores: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
[Cambridge, Massachusetts] :
MIT Sloan Management Review
2022.
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| Edición: | [First edition] |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009820346906719 |
| Sumario: | Using recycled or repurposed materials to make a new product can be a good sustainability strategy, but how can marketers increase the appeal of such goods to consumers? An experiment by two marketing scholars reveals that this appeal can be stimulated by explicitly telling just a little of the product's history -- and letting consumers spin the rest of the story. |
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| Notas: | "Reprint 64125." |
| Descripción Física: | 1 online resource (5 pages) |
