The Coca-Cola - Honest Tea Deal: Promoting Sustainability or Corporate Greenwashing? |
ICMR HOME | Case Studies Collection » Business Ethics Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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ExcerptsThe BeginningIn 1995, while Goldman was a second year master's student at Yale, a case discussion came up about rivalry in the beverage market between Coca-Cola and Pepsi. He then started exploring the water and beverage industry. Goldman noticed that the industry consisted of bottled water and high-calorie sugary drinks and lacked healthy beverages with less sugar... Going Organic
Sustainability PracticesBy developing and selling tea in a sustainable manner, Honest Tea planned to address several issues pertaining to the environment and social responsibility. According to Goldman, "The relationship of economics, well-being, and social responsibility all work together to create the customer loyalty that makes a brand possible. It is crucial to our success and survival."... |
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