ABSTRACT
In this, the first of the chapters reporting results of the empirical research carried out for the study, findings relating to two case studies are presented: RetailCo and ManufactureCo. Taken together, they provide cases in both consumer marketing (RetailCo) and industrial marketing (ManufactureCo) and hence represent comparative cases ‘nested’ within the overall comparative case framework. As I have argued in the previous chapter, they are regarded here as ‘conventional’ companies in that they were firms espousing goals of growth and shareholder returns, and were neither committed to an explicit social mission nor directly positioned as ‘green’ or ‘ethical’ companies.
