1. Assume for a moment that the chairman of the board of the board of a multinational company decided that it was “Going Green”. What would be appropriate but ambitious sustainability goal? What elements of a green marketing strategy would enhance the company’s competitive advantage? Provide specific examples to support your answers.
2. Can marketing actions be considered ethical if they are fundamentally unsustainable? Is it ethical to steal resources and opportunities from future generations in order to increase profits today?