Maria Yee Inc.: Making Green Furniture in China Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

In 2008, Maria Yee, Inc. is uniquely positioned as a premium "green" household furniture manufacturer with two straight factories in China and spread across several major U.S. retailers. Yi, a Chinese businessman in California, founded the business in 1988 in the Asian-inspired designs and joinery techniques of the Chinese side. Over the years she continued environmentally responsible principles, such as the use of renewable bamboo and eco-certified wood. She believed in the existence of the green intelligent design and production, not just marketing. The company has been a leader in environmental initiatives within the furniture industry. But Yee struggled with how to expand and become more mass market, while remaining true to its green values. The biggest problem was to stay economically competitive, as environmental innovations, such as the use of environmentally certified wood and environmentally friendly manufacturing processes are generally more expensive. Companies are faced with the problems of developing reliable green supply chain in China for wood, bamboo and finishes. She faced the challenge of getting consumers to fully appreciate the environmental benefit of their products. And he considers how to create greater brand awareness and the development of new market segments and sales channels for its eco-friendly furniture. The case is considered the unique challenges that the company faces with the business to achieve its full potential as a business in promoting its green strategy. "Hide
by Glenn Carroll, Maria Shao Source: Stanford Graduate School of Business 21 pages. Publication Date: January 16, 2009. Prod. #: SI110-PDF-ENG