Ethical behavior isn't enough to win over consumers

04/8/2013 | Guardian (London), The

Social enterprises can't rely on their ethical behavior to win over consumers, writes David Floyd. Brands need to compete on pricing, quality, distribution and other factors if they wish to take market share from less ethical rivals. "Like any other business, a social enterprise has to make use of any advantages it has in order to convince customers to buy what it's selling," Floyd writes.

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Guardian (London), The

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