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Eco-branding: the case of Änglamark

Author: Orsato, Renato ; Öström, AndreaINSEAD Area: Economics and Political SciencePublisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 23 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: This case describes the development of an ecological brand in a large Swedish supermarket chain. The experience of änglamark 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.Pedagogical Objectives: The case enables teachers to explore: (i) the alignment of general, marketing and environmental strategies; (ii) the conditions in which ecological differentiation may generate competitive advantage; (iii) the subtle differences between traditional and ecological branding strategies; (iv) the evolution of consumer behavior toward eco-oriented products.
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

The case enables teachers to explore:
(i) the alignment of general, marketing and environmental strategies;
(ii) the conditions in which ecological differentiation may generate competitive advantage;
(iii) the subtle differences between traditional and ecological branding strategies;
(iv) the evolution of consumer behavior toward eco-oriented products.

This case describes the development of an ecological brand in a large Swedish supermarket chain. The experience of änglamark 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.

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