Word: strahilevitz
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Dates: during 2000-2009
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Michal Ann Strahilevitz, a professor of marketing at Golden Gate University in San Francisco who researches consumer interest in green, thinks Clorox's pursuing its core customer base--rather than trying to convert loyalists of other natural brands--is the smarter strategy. "Consumers come in different shades of green," she says. "Some are dark green, as in almost obsessive. But it's more typical for consumers to be light green, when the price they pay does not involve too much inconvenience or too much money." And that's exactly the way Clorox is shading...
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