According to Strategy Spotlight 11.6, the example of Alliant Energy of Iowa developed a successful green-energy program called Second Nature that demonstrates how companies can capitalize on consumer desire to be socially responsible.

Question

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Alliant Energy of Iowa established a program dubbed Second Nature. Customers were told that they would support the growth of earth-friendly green power created by wind and biomass. What actually happened? More than 56 percent of expenditures went to marketing and administrative costs, not green-energy development.