Ford On Difficulty Translating Sustainability Into Customer Benefits

July 7, 2008

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Short clip from Cornell’s eClips of Niel Golightly, director or Sustainable Business Strategies for Ford Motor Company, on how to translate the concept of sustainability into customer benefits.

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Reader Comments

I don’t think Niel Golightly really gets the mission, with that kind of thinking you are doomed to failure. There are many ways to translate environmental credentials of an automobile into sales, but it has to be real not greenwashing.
Sustainability Director

David | July 8th, 2008

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