Broad Air Conditioning and Environmental Protection
(8 pages of text)
Broad Air Conditioning is a Chinese company with a proactive environmental attitude, but suffering from deteriorating financial results. The company founder and chief executive officer must decide whether to start producing electricity powered air conditioners to improve its financial results easily or stick to its ideal and only manufacture machines powered by heat. The major theme of this case is to understand corporate social responsibility, by discussing how an enterprise can find a way to harmonize the relationship between benefitting the company and protecting the environment, especially in developing countries.
The major theme of the case is to understand corporate social responsibility by discussing how an enterprise can find a way to harmonize the relationship between benefiting the company and protecting the environment, especially in developing countries like China.
Secondary objectives are strategy, marketing, business development and entrepreneurship (turn-around). The case presents several issues for case users to discuss:
how to integrate enterprise’s internal and external resources to meet its strategy
- how to build a brand image and communicate it
- how to address a market
- who are the decision-makers?
- who is influential?
- whom to target and how to address them?)
The case is suitable for use in a corporate social responsibility course, a strategic management course or a marketing strategy course.
China, Medium, 2002
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