Entering Conscious Consumer Markets: Towards a New Generation of Sustainability Strategies

California Management Review, (2016)

Posted: 29 Apr 2017

See all articles by Boyd D. Cohen

Boyd D. Cohen

Universidad del Desarrollo

Pablo Munoz

University of Liverpool, Management School (ULMS), Students

Date Written: 2016

Abstract

More than 40 percent of US consumers participate in the 300 billion (USD) conscious consumer market (CCM). In the past decade, the growth of the CCM has not gone unnoticed by startups and established multinational corporations. Yet what differentiates success and failure of such forays is not fully understood. By using multi-case study design we explore how a range of firms have approached entry into the CCM. Through this process we develop a CCM Entry Strategies Matrix which suggests alternate market entry strategies dependent on the scope of the marketplace and the values of the target consumer segment.

Suggested Citation

Cohen, Boyd D. and Munoz, Pablo, Entering Conscious Consumer Markets: Towards a New Generation of Sustainability Strategies (2016). California Management Review, (2016), Available at SSRN: https://ssrn.com/abstract=2959944

Boyd D. Cohen

Universidad del Desarrollo ( email )

School of Business
Ainavillo 456
Concepcion
Chile

Pablo Munoz (Contact Author)

University of Liverpool, Management School (ULMS), Students ( email )

Chatham Street
Liverpool
United Kingdom

HOME PAGE: http://https://www.liverpool.ac.uk/management/staff/pablo-munoz-roman/

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