In 1998, Wok was founded in Bogota as a restaurant chain and by 2011, to accomplish its strategic objective of joining social and environmental values into its value chain, it was on the way to turn into the first “green” restaurant chain in Colombia. By then, it needed the senior managers more than philanthropic decisions to consolidate its position as a prominent player in sustainability. Would this transition remain effective for the future? How Wok could mobilize the other restaurants in the industry without endangering its leading position? Would this transition generate the higher results? Would it be better to take such risks?
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