The case illustrates a common challenge for marketing strategists and entrepreneurs focused on sustainability: while ideas or innovations may create tangible value for consumers (or others), there is no guarantee that a business can extract enough value to remain profitable over time while staying true to its original mission.
After engaging with this case to explore alternative business models and think creatively about possibilities, students should be able to:
1. Understand the impact of a firm's orientation toward customers versus other businesses on profitability;
2. Explore how platforms can be monetized, particularly the challenges of growing a platform by focusing on users versus technology;
3. Explain how consumers perceive sustainability and how companies can leverage consumer psychology to create value; and
4. Appreciate and be better prepared to handle the challenges of building and scaling a tech business with a sustainability focus.
This case can be used in MBA, EMBA, and other Master or executive-level courses in business management. It is particularly suited for teaching sustainability-focused classes that illustrate the strategic marketing challenges faced by multisided platform businesses.
Additionally, it is suitable for digital marketing or digital transformation classes that explore platform dynamics and monetization strategies. Given its focus on a startup operating in the sustainability space, the case is also ideal for courses in entrepreneurship, business ethics, or business society management.
B2B; B2C; fashion; greenwashing; innovation; monetization; multisided platform; MSP; profitability; reseller; startup; sustainability; technology; trust
This multi-source case includes the following materials:
- Introduction and Summary (available on this webpage, click here to download the PDF version)
- Teaching Case (restricted access)
- Teaching Note (restricted access)
- PowerPoint Presentation for Teachers (restricted access)
- Example Teaching Video (restricted access, link provided in the Teaching Note)
- Pre-Class Survey (restricted access, link provided in the Teaching Note)
- Recommended Readings (restricted access, list included in the Teaching Note)
To access the restricted materials, click the “Secured Content” tab in the menu bar. You will be directed to a login page. The login credentials are provided in the teaching note, which can be purchased through The Case Centre at www.thecasecentre.org.