2010 Brand Kleiner Strategy 
Tony Mayo
FEBRUARY 5, 2010
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Harvard Business Review
OCTOBER 26, 2011
The ecomagination brand has done yeoman's duty over the last six years. It started as a business strategy that wrapped a handful of greener products into one brand story about helping both the environment and customers. In 12 months, GE received an astonishing 5,000 business plans.
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