ABSTRACT
Companies with the technology and vision to provide products and services that address climate and other pressing issues will enjoy a competitive advantage.
Jeff Immelt
Case Problem:
How to position a company in the Chemical Industry as sustainability driver?
Chapter overview:
In this case study, we discuss and summarize the key elements for a brand's successful positioning as a sustainability driver and, ultimately, reach socially responsible consumers. First, this chapter introduces how the chemical industry operations are affecting and connected to environmental topics. Then, it elaborates how such positionings can contribute to a positive sustainable performance of a company in a similar context and understand the influence-generalized misconceptions. In the following sections, it fully discusses and explains each of the determined key positioning practices. As a result, it presents a conceptual map that smooths the comprehension of how the communication of sustainable approaches and visions is being done within a business-to-business global corporation. It also presents some discussion questions to guide the case study lecture.
