Ikea: en el camino del plan verde

Abstract

The ecosystem is changing. And the data about pollution, the increase of global temperature and the extinction of many species prove that it is not a positive kind of change. The companies, since the existence of commercial activity, should be able to adapt themselves to the environment, and now it could not be different. Gren Marketing Strategy try not only to achieve the desired aims of the company, but also to give the tools to supply and replace the resources taken from the ecosystem, well as Al Gore (2006) said “Pollution is nothing else but the product of man’ unconscious about the use of resources”. A thorough analysis made by the companies about how to approach the 4p of Marketing from the ecological point of view may help the planet to curb this pollution and devastation process. As we will see, some companies, as Ikea, have already taken actions.