Introduction This article examines a number of cases of companies' reactions to “ecological” or “environmental” pressure against their products. A first aim of the article is to identify common elements which are present in the different cases. It also traces those factors which may have...

Introduction This paper is the result of a research project into the use of concepts and ideas from the marketing literature by small companies operating in industrial markets. The research was based on ideas generated by one of the authors in consultancy and research and by the other in the...