Paying more to do good?
Read the article Virtue for sale (you can do this in the window below or follow the previous link to read the article in a separate window) and then consider answers to the questions below.
Define the term 'asset-led marketing'.
Explain how Ben and Jerry's use asset-led marketing as part of their overall marketing strategy.
Analyse why people are prepared to pay more for goods that they consider to be produced in a more socially responsible manner.
Discuss how companies can use a socially responsible approach to business to position themselves differently in the market.