Ventures between businesses and nonprofit causes are viewed as a vital means to undertake many sustainable development challenges, and cause-related marketing (CRM) is a precious if occasionally contentious way to align corporate and sustainability plans. The money raised through sales of the product gives to the financing of water development systems in Africa via the Roundabout charity.
One Water A Refreshingly Different Ethical Product Case Study Solution
The case follows the improvement of the founder, Duncan Goose, and his efforts to launch an unknown brand from a brand new company (Global Ethics) into an already crowded and competitive marketplace. It shows that success could be derived from a composite of brave entrepreneurship, and progressive approaches to both developing relationships with others in the supply chain and to developing the marketing mix. Although the case is UK-based and represents facets of UK marketplaces (such as the retailers involved or the Live8 event), the marketing of bottled water and also the rise of ethical products is common across many industrialized economies and the issues raised by the case ought to be equally significant within many states.
PUBLICATION DATE: August 01, 2012 PRODUCT #: IMB383-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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