http://www.bozell.com/thinking/issues/2008-issue-3/defining-the-antipreneur/ The Latest from Bozell Tue, 11 Oct 2011 18:17:56 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.bozell.com/thinking/issues/2008-issue-3/defining-the-antipreneur/comment-page-1/#comment-48 Prof Perry Wed, 03 Dec 2008 17:17:33 +0000 http://thinking.bozellhosting.dev/?p=169#comment-48 <p>Interesting attempt to shift consumers’ criteria for purchases. Of course, as with environmentally friendly products, the goods and services offered by antipreneurs must still be functionally equivalent, or better, than established competitors. <span class="caps">IOW</span>, the majority of consumers are not going to buy a substantially inferior good or service simply because it’s branded as sustainable.</p> Interesting attempt to shift consumers’ criteria for purchases. Of course, as with environmentally friendly products, the goods and services offered by antipreneurs must still be functionally equivalent, or better, than established competitors. IOW, the majority of consumers are not going to buy a substantially inferior good or service simply because it’s branded as sustainable.

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