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商品編號: W19238 出版日期: 2019/05/29 作者姓名: Ivang, Reimer;Rana, Mohammad B. 商品類別: Marketing 商品規格: 14p 再版日期: 地域: Denmark 產業: Manufacturing 個案年度: 2018 -
商品敘述:
In 2015, in Aalborg, Denmark, the two co-founders of Better World Fashion formed their company as a social enterprise, aiming to highlight all that was wrong with the fashion industry and offer a cleaner and more ethical solution. The business was designed to focus not only on profit but also on minimizing the environmental impact of the supply chain. The founders chose to specialize in garments made from re-purposed leather, as leather had a long lifespan, and could be reused repeatedly without its qualities diminishing. Leather was also the most resource-consuming garment material to produce, and therefore was both the most environmentally damaging material and the material that was most in need of recycling. The company''s business model aimed to gain a competitive advantage through its image as a sustainable brand and its premium-quality products, which incorporated an emotional connection through the use of unique serial numbers and storytelling. However, in 2018, the co-founders wondered whether the company should continue as it had been originally positioned or whether it should change its strategies for growth and competitive advantage in international marketing. Reimer Ivang is affiliated with Aalborg University. Mohammad Bakhtiar Rana is affiliated with Aalborg University.
涵蓋領域:
Competitive advantage;International marketing
相關資料:
Case Teaching Note, (W19239), 11p, by Reimer Ivang, Mohammad B. Rana
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