Sustainable Value in Action: Case Studies

Dobromir Kirilov Stoyanov ()
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Dobromir Kirilov Stoyanov: University of Strasbourg, EM-Strasbourg Business School, HuManiS Research Center (UR 7308)

Chapter 8 in Sustainable Marketing, 2026, pp 125-145 from Springer

Abstract: Abstract This chapter features five teaching case studies, each designed to help students apply sustainable marketing concepts to real-world business scenarios across diverse industries. These case studies cover fast-moving consumer goods (FMCG), the fragrance industry, retail, the tobacco sector, and the evolving profile of the modern sustainable consumer. Each case is structured to illustrate how sustainability is integrated into marketing strategies, supply chains, and corporate decision-making, while also highlighting the challenges of regulatory compliance, consumer skepticism, greenwashing, and market barriers such as high prices and unclear labeling. The chapter is specifically intended for educational use, providing students with practical examples, critical analysis, and a set of discussion questions for each case study to foster classroom engagement, debate, and deeper understanding of effective sustainable marketing practices.

Keywords: Teaching case studies; Sustainable marketing; FMCG; Fragrance industry; Retail sustainability; Tobacco industry; Circular economy; Supply chain innovation; Greenwashing; Consumer segmentation; Sustainable consumer behavior; Regulatory compliance; Packaging communication; Third-party certification; ESG (Environmental; Social; Governance); Operational efficiency; Corporate sustainability; Marketing education; Discussion questions (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-032-16498-8_8

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DOI: 10.1007/978-3-032-16498-8_8

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