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Just Good Business by Kellie McElhaney

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13

1 BUILDING YOUR CSR BUSINESS STRATEGY

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.

—Sun Tzu

In honor of Earth Month, Wal-Mart launched its first-ever in-store maga-logue (kind of a cross between a magazine and a catalogue), which aimed to inform its customers—roughly 200 million of them in a month—on actions they could take, while shopping at Wal-Mart, to help the planet. This was great business strategy not only for Wal-Mart in promoting the greenness of its own brand but also for General Electric, Procter & Gamble, Horizon Organic, and Clorox—all of whose environmentally friendly products are given premium promotional space in the maga-logue, not to mention premium in-store ...

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