This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).
The Journal of the Medinge Group, vol. 1, no. 1, 2007 Ava Maria Hakim IBM Global Solutions, Business Transformation Outsourcing Microsoft Word version Thomas Watson, who helped grow one of the first truly global organizations, is quoted as saying ‘Good design is good business’. For the maverick of IBM, ‘Design must reflect the practical
