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Case Details |
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Case Code: BECG147
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| Case Length: 19 Pages |
| Period: 1988- 2015 |
| Pub Date: 2017 |
| Teaching Note: Available |
| Price:Rs.500 |
| Organization : Seventh Generation Inc. |
Industry : Natural Household Products
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| Countries : U.S |
| Themes: - |
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Seventh Generation – Going Beyond 'Green'? |
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ABSTRACT |
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| This case is about the inception, growth and green marketing practices of Vermont (U.S.) based Seventh Generation Inc, (SG), producer and distributor of environment-safe household products. Started by Alan Newman in 1989, SG established itself as an ethically, socially and environmentally conscious firm, with sustainability being the core of its business. SG strove to bring the ‘green’ aspect not only in procurement, development, and production, but also in the disposal of the products. SG showed a high level of concern about the ecological impact of its products and focused on aspects like protection of natural resources and biodegradability. It also tied up with many companies for getting recyclable packaging for its products. Through its practices, the company established benchmarks for ethical corporate behavior... . |
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Issues |
| The case is structured to achieve the following teaching objectives: |
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- Understand the concept of sustainability, green marketing and societal marketing.
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- Explain sustainable marketing and how it differs from traditional marketing.
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- Analyze how companies can employ sustainable ‘green’ practices to encourage green consumerism and green purchasing.
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- Discuss why marketing a sustainable brand is different than a mainstream product.
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- Understand how sustainability-focused strategy can contribute to competitive advantage.
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- Examine the trend of big corporations acquiring mission-driven small business firms.
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- Discuss if such acquisitions would benefit both the companies’ interests or the smaller company would lose its stance.
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Keywords |
| Green Marketing,Societal Marketing,Environmental friendly products,Green Consumerism,Green purchasing,Sustainability practices,Mergers & Acquisitions,Greenwashing,Social Enterprise,Social Mission |
RETAIN THE ‘GREEN’ MOJO?
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