Eco-Branding: The Case of nglamark

Name: Eco-Branding: The Case of nglamark (English version)
SKU: IN-S434

Orsato, Renato J.

Product #:IN-S434

Supplier:INSEAD

Discipline:General Management

Setting:Europe

Details:Case (PDF) • 20 pages • 2006-01-02

Subjects:

Branding Marketing strategy Business ethics Consumer behavior Organizational change

Geography:

Europe

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$9.71

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This case describes the development of an ecological brand in a large Swedish supermarket chain. The experience of nglamark has been unique and successful, but fierce price rivalry, change in consumer preferences and strategic alliances among Scandinavian cooperatives are jeopardizing the future of the brand.