Marazal: Does Sustainable Upcycling Infringe Brand Identity?
商品編號：W39481
出版日期：2024/11/12
再版日期：
商品來源：
商品主題：Entrepreneurship; Sustainability
商品類型：Case (Field)
涵蓋議題：upcycling;business model;sustainable;waste
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：Lebanon
產業：Arts; Entertainment; Sports and Recreation
事件年度：2023
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?
教學手冊：Marazal: Does Sustainable Upcycling Infringe Brand Identity? - Teaching Note
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