The Role of First-Mover Advantages in Sustainability: Conceptualizing the Sustainability Transformations of Green and Conventional Brands
Business & Society: Founded at Roosevelt University
Published online on June 19, 2025
Abstract
Business & Society, Ahead of Print.
The increasing demand for sustainability pressures companies and brands to adapt their business practices accordingly. While many green brands aim to pioneer sustainable practices, conventional brands prefer to act as followers. Yet understanding of the ...
The increasing demand for sustainability pressures companies and brands to adapt their business practices accordingly. While many green brands aim to pioneer sustainable practices, conventional brands prefer to act as followers. Yet understanding of the ...