Abstract
AbstractThis article investigates both the marketing and the production activities of a multinational enterprise (MNE) operating in the Brazilian chemical industry. The case chosen illustrates how the MNE has managed to adapt or to upgrade some of its main policies, programs, production activities, and products in conformity with both its long‐term strategic positioning and the host country's environmental regulatory policy. The company established two effective environmental programs that deserve mention. One of the programs has been set up to generate receipts through the provision of environmental services for a price. The other one pursued systematic procedures to better serve clients through customized applications of waste reduction practices. The latter reveals how proactive companies may profit from effectively envisaging the whole product cycle along their value chain. © 1995 John Wiley & Sons, Inc.
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