Seventh Generation is a leader in the niche market of "green" household cleaning products in the U.S. It has a unique reputation and strong branding, and rapid growth. In 2008, while the seventh generation is looking for ways to expand its customer base, its executive management came Marketside, a subsidiary of Walmart is designed to connect to the "green" market. Potential market that the seventh generation may access through this partnership is awesome. But so is the risk associated with retail, which was strongly condemned in the past for poor environmental and social record, and that Jeffrey Hollander, co-founder and chairman of Seventh Generation, has been publicly criticized for years. He must weigh the pros and cons of this opportunity, assess the risks and decide whether to accept the offer Marketside website. "Hide
by Emmanuel ER Raufflet, Mihaela MS Stefanov Source: North American Case Research Association (NACRA) 14 pages. Publication Date: 01 Oct 2010. Prod. #: NA0115-PDF-ENG
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