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Understanding entrepreneurs

Identity and Behaviour

Yang Jing and Dai Jianzhong

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Jing Dai, Hing Kai Chan, Jia Jia Lim and Fangli Zeng

Green marketing and sustainable supply chain management are two emerging topics over the last two decades. Interestingly, the overlap between these two areas is seldom explored despite the close relationship between marketing and supply chain (especially industrial marketing). This chapter aims to provide a brief review on the two areas, and to identify potential studies concerning these two areas. Then, a holistic framework integrating these two topics is recommended.