What is the role of marketing in sustainability efforts?
a. Firms stand to exploit newer markets that are opened up to them.
b. Firms gain credibility from their efforts to protect the environment.
c. Firms can expect to save on costs incurred in discarding older, ineffective technology in favor of newer, state-of-the-art technology.
d. Firms can increase their profitability by enhancing their carbon-footprint.
Answer: B