Global Marketing

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Inside Renault’s Digital Factory

  • Interview
  • Read Time: 12 min 

Engaging with the digital technology in consumers’ lives creates unique challenges for traditional companies. Renault hired Patrick Hoffstetter, an executive with extensive Web experience, to shape its Digital Factory concept — a new way of marketing its cars. Hoffstetter says Renault must shift its mindset about the auto business and uses pilot programs in test markets to help the company respond more quickly to consumer interest in things like content for their cars or shopping online.

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Choosing the Right Eco-Label for Your Product

With over 435 eco-label programs worldwide, how can companies avoid betting on the wrong one? Authors Magali A. Delmas (UCLA Anderson School of Management), Nicholas Nairn-Birch (U.S. Environmental Protection Agency) and Michaela Balzarova (Lincoln University) detail a three-part framework for companies to use. The framework evaluates eco-labels along three dimensions: consumer understanding and awareness, consumer confidence and willingness to pay.

Showing 1-5 of 5