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Green Leadership in Strategic Brand Management
Abstract
The purpose of this study was to delineate the importance of green leadership in strategic brand management. However, by applying the theory of coevolution and multi-level perspective, the authors have developed a model with dependent and independent variables and explained the causal relationship between green leadership and strategic brand management in Unilever. Moreover, they have used the qualitative data collection method to conduct the research because the factors which are related to green leadership are not possible to measure by number, i.e., not quantifiable. The findings of the study conclude that Unilever is the number 1 company that has been following green leadership for a very long time and also moving forward for more innovations.
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