Maria Yee Inc.: Making ‘Green’ Furniture in China Harvard Case Solution & Analysis

Maria Yee Inc.: Making 'Green' Furniture in China Case Solution

However Yee wrestled with ways to broaden and end up being more mass market while remaining real to her green worths. The most significant difficulty was remaining cost-competitive, because ecological developments including utilizing eco-certified wood or environment-friendly production procedures had the tendency to cost more. The business expertise issues establishing a trusted green quantity chain in China for wood, bamboo and surfaces. It dealt with the difficulty of getting customers to totally value the ecological advantage of its items. And it was thinking about ways to develop higher brand name understanding and establish brand-new market place sectors and circulation channels for its eco-furniture. The case attends to the special obstacles that a business owner business deals with within its complete capacity as an organisation while advancing its green method.

In 2008, Maria Yee Inc. inhabited a distinct position as a premium "green" home furniture maker with 2 direct-owned factories in China and circulation through numerous big U.S. merchants. Yee, a Chinese-born business owner in California, established her company in 1988 with Asian-inspired styles and Chinese hand joinery strategies. Throughout the years, she pursued ecologically accountable concepts for example utilizing sustainable bamboo and eco-certified wood. She relied on being green through thoughtful style and production, not simply marketing. The business was a leader on ecological efforts within the furniture market.

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