When Green Seems Green to the Media (VIDEO)

Bocconi University

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When firms make their environmental policies public, they can get favorable media coverage only if their narrative carefully articulates signals of conformity (actions aimed at complying with existing norms) and distinctiveness (the adoption of a recognizably uncommon behavior). A paper by Anne Jacqueminet of Bocconi University’s Department of Management and Technology, Emanuele Bettinazzi of USI (Università della Svizzera Italiana, Switzerland), Kerstin Neumann of Innsbruck University and Peter Snoeren of the University of Amsterdam proposes a framework that seeks to explain which combinations of signals can generate positive coverage and which ones fail to.

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Bocconi University, Milan

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