Ivey Publishing
Broad Air Conditioning et la Protection De L'environnement (En Francais)
Product Number:
9B04MF34
Publication Date:
03/21/2005
Length:
15 pages (11 pages of text)
Product Type:
Case
Source:
Peking University
Broad Air Conditioning est une compagnie chinoise avec une attitude environnementale proactive, mais ses resultats financiers sont en baisse. Le fondateur et directeur general de la compagnie doit decider si la compagnie devrait commencer a fabriquer les climatiseurs electriques afin d'ameliorer ses resultats financiers, ou rester fidele a son ideologie et continuer a fabriquer seulement les climatiseurs alimentes par energie calorifere. Le theme principal de ce cas est de comprendre la responsabilite sociale des entreprises, en discutant comment une entreprise peut trouver une maniere d'harmoniser le lien entre ce qui est bon pour la compagnie et la protection de l'environnement, surtout dans les pays en voie de developpement.
Learning Objective:
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 build a brand image and communicate it
  • how to address a market
      1. who are the decision-makers?
      2. who is influential?
      3. whom to target and how to address them?)
  • how to integrate enterprise’s internal and external resources to meet its strategy
The case is suitable for use in a corporate social responsibility course, a strategic management course or a marketing strategy course.
Issues:
Disciplines:
General Management/Strategy,  International
Industries:
Manufacturing
Setting:
China, Medium, 2002
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Use With: 9B04M034 (12 pages)
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