Pyramyd Air: Looking through the Scope of Values
Pyramyd Air, a small and growing online airgun retailer serving the shooting community, wants to broaden its sustainability practices from its current internal initiatives in order to communicate an even stronger value proposition: sustainability isn’t just about recycling and efficiency, it is about a thriving environment leading to more engaged employees and more loyal premium customers. Though the airgun industry is not by its nature built on sustainability principles, as is solar energy for example, Pyramyd Air recognizes that some sustainability practices are vital to its customers’ long-term enjoyment of a flourishing outdoor sporting industry. For a company with strong customer relationships, can sustainability strengthen the relationship between employees and customers by building on the inherent industry values of the great outdoors and a sense of community?
This case is designed primarily for use in courses on sustainability, strategy, organizational behaviour and marketing in order to teach students to:
- Describe the importance of listening to stakeholders and aligning sustainability initiatives with stakeholder values.
- Evaluate sustainability strategies in the operations and culture of the company that reflect the stronger sustainability value proposition of a thriving environment leading to more engaged employees and more loyal premium customers.
- Identify sustainability as a deeper value proposition than doing less harm. Rather, it is about businesses that excel by contributing to thriving people and a flourishing environment.
Arts, Entertainment, Sports and Recreation
United States, Small, 2013
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