Brand Communication

INDIVIDUAL PROJECT “The Green Evolution”
(Due at the beginning of our class February 14)

What role (if any), does sustainability/protection of the environment - the green movement - have for theB2B marketer? The current business and popular media is abuzz with stories and testimonials from many different sources and interest groups on the future of the environment, global warming, and therole of business in any potential solutions. The hand-out article “The green evolution” documents how DuPont under chairman Chad Holliday is “reinventing” DuPont to be in sync with the “greening”movement in business. Toward the end of the article, Professor David Pimentel of Cornell University thinks that DuPont’s green initiatives are a lot of PR.

There is no shortage of information(articles, blogs, studies, actual firm case examples, etc.) on business sustainability and the green movement. To get started, go to the websites of Bloomberg Business Week, Fortune, Forbes, CanadianBusiness, The Economist, etc., and search under “sustainable business practices/green business/green investing” and similar terms. Here you can read updated news, blogs, and find other resources on yourproject’s topic.

The Project’s Objectives:
1. To examine the “sustainability/green” movement from the perspective of a B2B marketing strategist.
2. To focus on one specific B2B company,critically evaluate its current green initiatives, its going-forward plans/strategy, and based on your research for this project, give specific recommendations for the firm.
3. To present yourfindings/conclusions to the class and justify your recommendations in a Q&A session.

The Project’s Details:
1. Select a B2B company to research, fill out the project proposal form and get it approved by me.In selecting potential companies to research, conduct a literature search to ensure that you will have access to sufficient information to be able to do a critical assessment of their “green”...