Hosted by Tomas Hult, this interview segment of the globalEDGE Business Beat focuses on incentivizing participation in voluntary green programs. Michael Giebelhausen, Assistant Professor of Marketing at Cornell University, is the expert guest. Recent research by Tomas and Michael shows that incentivizing participation in voluntary green programs has both logical and not so obvious implications. Michael elaborates on what is meant by “adjusting the warm-glow thermostat” and why companies are becoming “greener” in their strategic thinking.
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