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ANALYSIS: Are IT buyers tired of vendors' claims of being green?

According to a recent report by Forrester Research, 70 per cent of marketing executives report that their companies are engaged in at least one green activity. This same report, however, stresses the need for companies to proceed carefully with such strategies. We investiagte how B2B brands can go green

Although an effective green strategy can save organisations money and drive additional revenues, says Steven Noble, analyst and author of the report, if a company's green efforts are rushed or half-hearted, its marketers can damage the brand.