Veja: Sneakers With a Conscience
商品編號：9B10M089
出版日期：2010/11/26
再版日期：
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：Ethical Issues;Corporate Responsibility;Strategy Implementation;Emerging Markets;Leadership;Strategy Development
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：Brazil
產業：Social Services; Apparel and other Finished Products
事件年度：2010
This case illustrates the founding and growth of Veja, the first eco-sneaker company in the world, in the broader context of the evolution of the fashion industry and the emergence of the eco-fashion movement. By September 2010, the five-year old venture had become a reference in ethical fashion, and an inspiration for other eco-fashion start-ups. Its path, its successes and its aspirations made it a perfect acquisition target; like-minded companies like Timberland were already feeling out the two founders.
Sebastien Kopp and Francois-Ghislain Morillion were still fulfilling their dream. They had fun trying to craft ever more sustainable business approaches. They were still excited about the opportunity to develop solutions or workarounds for socially- and environmentally-problematic business practices. The case presents several solutions, focusing on the development of sustainable business practices in organic cotton, wild natural rubber and traditional veggie-tanned leather. The case also deals with the issue of how ventures integrate sustainable practices into a holistic and ever improving offering, which engages multiple supply chain participants (employees, consumers, suppliers, partners, even artists) in co-devising a value proposition that appeals not just to our sense of fashion, but also to our conscience. Essentially, the case is a story of fashioning identities by artfully bending consumers' appreciation towards the expression of unity with the earth and across cultures.
教學手冊：8B10M89
補充材料：