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Product cover image for Marazal: Does Sustainable Upcycling Infringe Brand Identity?

Marazal: Does Sustainable Upcycling Infringe Brand Identity?

Randa Salamoun, Alain Daou

Product #:W39481
Supplier:Ivey/AUB
Discipline:Entrepreneurship, Sustainability
Setting:Lebanon, 2023
Details:Case (PDF) • 7 pages • 2024-12-11

Subjects:

Business modelsCorporate strategyLeadership and managing peopleEntrepreneurshipManagement

Industries:

Media, entertainment, and professional sports

Geography:

Lebanon
Your Price:$9.71

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Mariam Assi was the founder of Marazal—a small business dedicated to repurposing empty bottles, primarily empty liquor, wine, and beer bottles. In August 2023, Marazal’s Facebook account, the primary platform she used for marketing, sales, and engaging with her 2,500 followers, was blocked because it had been reported by the manufacturer of Belvedere Vodka. She was in a state of disbelief as she had never intended to misuse the brand; instead, she aimed to breathe new life into empty bottles to prevent them from reaching the Naameh landfill in South Lebanon. Unsettling questions lingered: Was what she was doing ethical or not? What if other manufacturers or brands followed suit, blocking the company’s Instagram account, and throwing Marazal’s business into jeopardy?

Learning Objectives

This case is designed for use in a marketing, entrepreneurship, or social entrepreneurship course or a course on managing in times of crisis, business ethics, and sustainability. It is suitable for programs at the bachelor or masters of business administration level or an entrepreneurship diploma. After working through the case and assignment questions, students will be able to do the following:

  • Recognize the challenges faced by small businesses in times of crisis.
  • Understand the United Nations Sustainable Development Goals and how they can be tackled through an appropriate business model.
  • Understand the ethical implications of upcycling products for original brand owners.
  • Develop a strategic approach to pivoting and reassessing a business model when facing uncertainty.
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Case Study: Marazal: Does Sustainable Upcycling Infringe Brand Identity? (English version) | Ivey Publishing