Entering Conscious Consumer Markets: Toward a New Generation of Sustainability Strategies
研究了企业进入自觉消费市场的成败因素，基于多案例设计提出一个市场进入策略矩阵，帮助管理者根据市场范围和消费者价值观选择合适策略。
More than 40% of U.S. consumers participate in the $300 billion 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, this article explores how a range of firms have approached entry into the CCM. It develops a CCM Entry Strategies Matrix that suggests alternate market entry strategies dependent on the scope of the marketplace and the values of the target consumer segment.