Micklethwaite, P., Chick, A., 2005.
Remarkable Pencils Ltd: Breaking Out of the Green Niche
| Output Type: | Journal article |
| Publication: | Design Management Review |
| Publisher: | Wiley |
| ISBN/ISSN: | 1557-0614 |
| URL: | dx.doi.org/10.1111/j.1948-7169.2005.tb00199.x |
| Volume/Issue: | 16 (3) |
| Pagination: | pp. 23-28 |
From an environmental and business perspective, things were good. Company executives, however, wondered if they might even be better. Paul Micklethwaite and Anne Chick describe how a creative rethinking of the Remarkable Pencils brand and packaging maintained the corporate commitment to sustainability at the same time that it opened up new markets and expanded sales.