One Water: Refreshingly Different Ethical Product Harvard Case Solution & Analysis

Partnerships between businesses and non-profit causes is considered as the primary means for solving many problems in the field of sustainable development, as well as cause-related marketing (CRM) is a valuable, if sometimes controversial way to align corporate and program sustainability. This event schedules start and the first year of the "one water" brand, ethical bottled water sold in the UK. Money raised through the sale of the product contributes to the financing of water development schemes in Africa through the Roundabout charity. The case follows the progress of the founder, Duncan Goose, and his efforts to launch an unknown brand with a new business (Global Ethics) in an already crowded and competitive market. This shows that success can be obtained from a combination of brave entrepreneurship and innovation in the development and relationships with others in the supply chain and marketing development. Although the case of British and reflects aspects of the UK market (such as retailers involved or Live8 events), marketing of bottled water and raising ethical products is common to many developed economies and the issues raised by the case, you should be equally important in many countries, "Hide
by Ken Peattie, PD Jose Source: Indian Institute of Management, Bangalore 17 pages. Publication Date: Aug 01, 2012. Prod. #: IMB383-PDF-ENG

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