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When working in the area of strategic management, you will often be asked to look at what appears to be a strategic initiative on the part of another company and speculate as to what the strategy behind the initiative really is. In other words, what is the company really trying to do and why? You will find that you have to use your knowledge of business and strategic management to penetrate the rhetoric and determine what is really behind it.

Explore the Altria website (formerly Philip Morris):

1. Characterize Altria's commitment to the environment?
2. Do you think this commitment will offset the environmental issues with the tobacco company? Provide support for your opinion.
3. What are Altria's real strategic reasons for these environmental initiatives?

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1. Characterize Altria's commitment to the environment?

Altria is quite committed in terms of ensuring that its activities has minimal impact on the environment. Altria has taken some significant steps and initiatives to ensure that the negative impact of its business activities is minimized. The company is taking several initiatives in areas such as air emissions, solid waste generation, energy usage and handling of water. The company has established metrics for itself to monitor its environmental initiatives in the above mentioned areas, which clearly reflects the seriousness of the efforts of the company and its proactive efforts towards saving the environment. The company recycles a significant portion of solid wastes that it generates.

Further, as the company manufacturers a product that contributes to ...

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Characterize Altria's commitment to the environment?