http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
The case focuses on incorporating sustainability aspects in marketing strategies via a discussion of green marketing. In the past two decades, sustainability issues have become ever more topical. As consumer interest in sustainability increases, businesses increasingly need to prioritize sustainability in their activities. This case discusses green marketing strategies based on the traditional marketing mix by presenting the extent of green marketing that a business can select and the marketing mix elements that they can focus on. Nestlé's Nescafé brand is discussed as an example of a brand that is incorporating sustainability in its strategy. Despite Nestlé's statement of its commitment to sustainability, critics contend that these are empty words and that the company's sustainability efforts have not been properly implemented. That is, they maintain that Nestlé's efforts are a greenwashing activity, of the sort that businesses embark on to mislead the public into perceiving a brand as sustainable. Students will be asked to design a marketing mix strategy that incorporates green aspects into every element of the marketing mix and to suggest how the green marketing mix strategy can be implemented.