PFM 2016-18

COURSE MATERIAL

Name of the course : Sustainability & Green Marketing (SGM)

Batch : PFM 2016-18
Term : VI – EM Module
Credit Point : 1.0
Teaching Faculty : Manmohan Yadav
(Room no.78, Intercom 335)

STRICTLY for Internal circulation at IIFM PFM Class Discussion

(By Manmohan Yadav)

SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL Page 1 of 11

 INDIAN INSTITUTE OF FOREST MANAGEMENT, BHOPAL
Course outline
Elective Course on “Sustainability and Green Marketing” (SGM)
(EM Module) Term VI
Batch: PFM 2016-2018 batch
Course coordinator: Manmohan Yadav

Preamble: Sustainability and Green Marketing as Business Opportunities

Expected Outcomes
The course is designed to help the participants to
 Understand and appreciate the underlying interdependences and inter-linkages between business and
the natural environment & resources.
 Develop analytical skills for alternate business strategies that are benevolent to the mother earth, the
shareholders and the consumers (resulting into Win-Win-Win outcomes)

The course is designed to provide understanding on growing body of knowledge on the inter-linkages between
natural ecosystems & resources-use and the businesses. The course provides an opportunity to think out-of-
box (business-not-as-usual) and look for business opportunities and models that respect the ecosystem integrity
while serving the consumers.
Business practices that integrate the hitherto three separate silos; triple bottom line – People, Profits
(prosperity), & the Planet; into the core business ethics and stewardship would enable organizations innovate
new business models and thus gain long-term sustainability. Thus, how firms imbibe sustainability into their
business DNA is the central theme of this course.

Pedagogy: A combination of case analysis, presentation & discussion, and Assignments.

Text Books: There is no single text book as such recommended for the course. However, following books,
particularly the first one, will be used as text books for various topics in the course:
(1) Chris Laszlo and Nadya Zhexembayeva. 2011. Embedded Sustainability: The Next Big Competitive Advantage.
Stanford, California. (TB1)
(2) Al Iannuzzi. 2012. Greener Products: The Making and Marketing of Sustainable Brands. Boca Raton: CRC Press.
(TB2)
(3) Fred Andreas, Elizabeth S. Cooperman, Blair Gifford, and Graham Russell. 2011. A Simple Path to
Sustainability: Green Business Strategies for Small and Medium-sized Businesses. ABC-CLIO, Incorporated.
(TB3)
(4) John Grant, 2008. The Green Marketing Manifesto. John Wiley & Sons. (TB4)
(5) 2007. HBR on Green Business Strategy. (TB5)
(6) Fuller Donald A, 1999. Sustainable Marketing: Managerial-Ecological Issues, SAGE Publications. (TB6)
(7) Daniel C. Esty & S. Winston. 2009. Green to Gold: How Smart Companies Use Environmental Strategy to
Innovate, Create Value, and Build Competitive Advantage. Yale University Press. (TB7)

SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL Page 2 of 11

 (8) Suhas Apte & Jagdish N. Sheth. 2016. The Sustainability Edge. University of Toronto Press. (TB8)
(9) Francisco Szekely and Zahir Dossa, 2017. Beyond Triple Bottom Line. MIT publications. (TB9)

Other Reference Books

(1) Michael Howe. Politics and the Environment: Risk and the Role of Government and Industry. Earth Scan
Publications Ltd. July 2005.
(2) Bob Doppelt, Leading Change toward Sustainability, Greenleaf Publishing, 2003.
(3) S K Bhatia, Business Ethics and Managerial Values, Deep and Deep Publications Pvt. Ltd. 2002.
(4) Walter Codington, 1993. Environmental marketing: positive strategies for reaching the green consumer. McGraw-
Hill, 1993 (252 p). Harvard Business Review on Business and the Environment, HBR Press. 2000.
(5) Michael A. Toman et al. India and Global Climate Change: Perspectives on Economics and Policy from a Developing
Country, Oxford University Press, 2004.
(6) Michael C. MacCracken , John C. Topping , Frances Moore. Sudden and Disruptive Climate Change, Its
Likelihood, Character and Significance. Earthscan Publications Ltd. December 2007. (978 1 84407 478 5
Paperback, $39.95)
(7) Neil Leary, Cecelia Conde, Anthony Nyong , Juan Pulhin. Climate Change and Vulnerability. Earthscan
Publications Ltd. January 2008.
(8) Sharon Beder. Environmental Principles and Policies: An Interdisciplinary Introduction. Earth Scan Publications
Ltd. May 2007.
(9) Rachel Carlson, 1962. Silent Spring. Penguin publications.

SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL Page 3 of 11

Evaluation

Evaluation component Weightage

Topical Assignments & 10%

Presentations

Quizzes 25%

End-term examination 65%

TOTAL 100

Session-wise details: -
Session Title of Session Text Books/ References Cases / Articles Faculty

1 Introduction to the course Provide Course material to the students in soft copy.
Allotment of assignment topics to students
Module 1: Embedded Sustainability – The Next Competitive Advantage
2-4 Business Reality reshaped: The big Ch 1 TB 1
Three Trends – Declining  Sustainable Banking in ASEAN: Addressing
resources, Increasing transparency, ASEAN’S Forests, Landscapes, Climate, Water,
and Increasing expectations; Societies; WWF Sustainable Finance Report 2017.
Green Business Strategy (Soft copy)
 What every executive needs to know about global
warming– (TB5).
 Bringing the environment Down to Earth by Forest
Reinhardt – (TB5). – (Roll No. 16007, 08, 19)
 Beyond Greening: Strategies for a Sustainable
World by Stuart L. Hart HBR Article (TB5). (Roll
No. 16007, 08, 19)
 Competitive Advantage on a Warming Planet by
Jonathan Lash and Fred Wellington – HBR article
(TB5). - (Roll No. 16034, 57, 103)
 Climate Change Business / Business Climate
Change HBR Sp Report (2007).
 The Sustainability Imperative, 2010, HBS.
 Improving Sustainable Development Outcomes
Through Best Management Practices, 2014, Journal
of Sustainable Development. (Soft copy) (Roll No.
16020, 21, 43)

5-6 The Changing Value Pyramid – Ch 2 TB 1, Ch6 TB8
Social – Shareholders - Case 1: ALTAGAS: Negotiation for Long-term (Ivey
Stakeholders 2016) - (Roll No. 16007, 08, 19)
SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL Page 4 of 11

7-8 New Value Creation Strategies –
Generic strategic responses to
sustainability
9 Cool Strategies for a Heated World
– Generic to blue ocean to
disruptive innovation
10-11 Embedded Sustainability creates
blue oceans – The ES Cloud
12-13 Hot Competencies for a cool world
– Design, Inquiry, Appreciation,
Wholeness for sustainable value
creation
14-15 Change Management Dimensions
– bringing sustainability into the
DNA of a business – how to walk
the talk!
Module II: Green Marketing
SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL
 Investing in Communities: Case study on Tata
Group (Ch6 TB8)
 Transparency: What Stakeholders Demand by
Daniel C. Esty – HBR Sp Report.
 The importance of looking forward to manage risks:
submission to the Task Force on Climate-Related
Financial Disclosures, 2016, Policy paper. (Soft
copy) (Roll No. 16009, 46, 51)
 Compliance in Context: Navigating the Realities of
emerging Markets by Matthias Kleinhempel, 2015.
(Roll No. 16067, 75)
Ch 3 TB 1
Case 2: Unilever in Vietnam: The “Perfect Village”
Initiative (INSEAD 2016) (Roll No. 16034, 57, 103)
 A Strategic Approach to Climate by Michael E.
Porter & Forest E. Reinhardt – HBR Sp Report.
 10 Sustainable Business Stories that Shaped 2015,
by Andrew Winston, 2015, HBR.
Ch 4 TB 1
 When does it pay to be green – California
Management Review (Soft copy) (Roll No. 16003,
11, 37)
Ch 5 TB 1
Case Study 1: Fuji Xerox: Sustainability Innovation –
case study (Soft copy) (Roll No 16029, 39, 55)
 Is Tesla Really a Disruptor? (And Why the Answer
Matters) by Larry Dowwnes and Paul Nunes, 2017
HBR (Soft copy) (Roll No 16024, 27, 30)
Ch 6 TB 1
 Case 3: Kimpton Hotels: Balancing Strategy &
Environmental Sustainability (Soft copy) (Roll No.
16009, 46, 51)
Ch 7 TB 1, Ch9 & 10 TB8, Ch2 TB9
Case 4: Transcend Coffee – Local Sustainability
Challenges in a Global Industry (Roll No. 16020, 21, 43)
 Leadership: Walking the Talk at Swiss Re by Mark
Way & Britta Rendlen – HBR Sp Report.
 Chief Sustainability Officers: Who Are They and
What Do They Do? (Soft copy)
 Link Sustainability to Corporate Strategy Using the
Balanced Scorecard, Balanced Scorecard Institute.
(Soft copy)
Page 5 of 11
16-18 The Concept of Green Marketing –
PSLC, The Drivers for Greener
products – Market and Regulatory;
Green Segmentation
19-20 Designing Greener Products –
Design for Environment, LCA; The
Green Business Strategy
21-22 Green Consumer Behaviour – B2C
& B2B
SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL
Ch 2; Ch 3 TB2; Sec I &II TB5, Ch.2 (TB6)
Case 5: Breaking Ground: Method and the Brownfield
Vs. Green field debate (Roll No. 16067, 75)
Case 6: Bio-Vert: Green to What Limit (Ivey 2012)
(Roll No. 16003, 11, 37)
 The New Rules of Green Marketing – Jacquelyn A.
Ottman (soft copy of chapter 1)
 Markets: Investors’ Hunger for Clean Energy by
Theodore Roosevelt IV & John Llewellyn – HBR Sp
Report.
 Going Green for the Economy (HBR August 2010)
(Soft copy)
 Towards a greener, cleaner world (HBR June 2010)
(Soft copy)
 How to Jump-Start the Clean-Tech Economy by
Mark W.Johnson and Josh Suskewicz, (HBR 2009)
(Soft copy)
Ch 4 & Ch 5 TB2, Ch4 TB9
Case 7: Applied Sustainability LLC – Stanford Case.
(Soft copy) (Roll No 16024, 27, 30)
Case 8: The Land Lease Case (Green Building Strategy)
(Soft copy) (Roll No 16029, 39, 55)
Case 9: Implementing Sustainable IT Strategy: Case of
Intel (JITTC 2014) (Roll No 16004, 18, 56)
 Innovating for Sustainability: A Guide for
Executives, 2012, NBS. (Soft copy)
 Class -Action Lawsuit Targets Pampers Dry Max
(Soft copy)
 Water footprint tool (Soft copy)
 Why Sustainability is Now Key Driver of
Innovation, Ram Nidumolu, C. K. Prahlad, and
M.R. Rangaswami, 2009 HBR.
 Green Marketing Mix As Strategy to Improve
Competitive Advantage in Real Estate Developer
Companies, 2014, International Journal of Business
and Management Invention. (Soft copy) (Roll No
16004, 18, 56)
Ch 6 & Ch 7 TB2
 Entering Conscious Consumer Markets (CMR
2017)
Case Study 2: Lessons learned from renewable
electricity marketing attempts: A case study (Kelly
School of Business 2008)
 Do you need to market green!
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  The Green, Greener and the Greenest
 Luxury Brands can no Longer Ignore Sustainability
by Andrew Winston, 2016, HBR.
 The Impact of a Corporate Culture of Sustainability
on Corporate Behavior and Performance by Robert
G. Eccles Ioannis Ioannou George Serafeim
Working Paper, May 9, 2012, HBR. (Soft copy)
 Evaluating the Purchase Process of Household
Appliances Accounting for Consumers’ Attitudes
towards Eco-Friendly and Sustainable
Consumption Behavior, Tanushri Banerjee,
Arindam Banerjee, W.P. No. 2015-06-01, June 2015
(IIMA). (Soft copy)
 Sustainable Consumption: Green Consumer
Behaviour when Purchasing Products, 2010, by
William Young et al; Sustainable Development.
(Soft copy)
23-25 Designing Green Value Chains Ch.3 (TB2) & Ch2., Ch.5 (TB6), Ch.5 (TB8) IKEA –
Case 10: Make Green Delicious: Sustainability at Guest
Jamie Kennedy Kitchens (Ivey 2007) (Roll No 16010, 73, faculty
104)
Case 11: Sustainability at IKEA Group (Roll No 16001,
60, 95)
Case 12: Han Solar and Green Supply Chain (Berkeley-
Haas 2012) (Roll No 16016, 90, 102)
 How to Quantify Sustainability’s Impact on your
bottom-line? (HBR 2017). (Roll No 16010, 73, 104)
 The Greening of the Petrobras, by Jose Sergio
Garbrielli de Azevedo, 2009, HBR. (Roll No 16001,
60, 95)
 The Comprehensive Business Case for
Sustainability by Tensie Whelan and Carly Fink,
2016, HBR. (Roll No 16016, 90, 102)
 Don’t Tweak Your Supply Chain-Rethink it End to
End by Hau L. Lee, 2010, HBR. (Soft copy) (Roll No
16042, 44, 50)
26-27 Green Marketing Communication Ch 8 & Ch 5 TB2, Ch.8 (TB8)
and Green Branding Case 13: Tea and Sustainability at Unilever (WDI
Publishing 2015) (Roll No 16070, 81, 99)
Case 14: The Clorox Company: Leveraging Green for
Growth (Roll No 16028, 41, 80)
CASE 15: Ceago Venegarden: How green is your wine –
eco-labelling – A Stanford Sustainability Business Case.
(Soft copy) (Roll No 16058, 82, 88)

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28-29 Sustainable Business- Cases for
Small & Medium Firms
30 Review of the course
 Brand Strategies in The Era of Sustainability (2017)
(Roll No 16070, 81, 99)
 “Inconvenient Truth: Marketers' Environmental
Claims Need Substance or It's Little More Than
Fertilizer” (AdAge April 30, 2007). (Soft copy)
 Walking-the-Talk – Report of Sustainability
Communication of 70 Listed Cos in Sweden, Oct
2015. (Soft copy)
 How to become a Sustainable Company, 2012, MIT
Sloan Management Review? (Roll No 16028, 41, 80)
 Winning in the Green Frenzy by Gregory Unruh and
Richard Ettenson, 2010, HBR. (Roll No 16058, 82, 88)
Ch 5, 8, 12, 13 TB 3
Case 16: Hayward Lumber Company – A Stanford
Sustainability Business Case (Soft copy) - (Roll No
16042, 44, 50)
Case 17: Green-Wood Resources: A Global Sustainable
Venture in the Making, (Roll No 16022, 25, 49)
Case Study 3: Growing Naturally: Simi Valley Skin Care
Firm Derma E Strives to be Environmentally and
Socially Conscious. (Soft copy) (Roll No 16022, 25, 49)
Case 18: Forest City & Boulder Valley Credit Union
(TB3). (Roll No 16052, 65, 66)
Case 19: First Affirmative Financial Network & Boulder
Outlook Hotel (TB3). (Roll No 16002, 96, 97)
 Kimberley-Clark and Greenpeace (Ch.10 TB8)
(Roll No 16052, 65, 66)
 Ecollaboration: working together for a Sustainable
future, 2013, NESPRESSO. (Soft copy) (Roll No
16002, 96, 97)
 Corporate Sustainability: First Evidence on
Materiality, 2016, Mozaffar Khan et al., Working
paper HBR. (Soft copy) (Roll No 16002, 96, 97)
Vision 2050

Note: Each student in a group of four will be submitting one assignment on the topic to be selected in 1st and 2nd
sessions of the course, to be submitted at the middle of the course term. Case presentation and the assignment will
carry 5% weightage each in the evaluation.

Signature of the Course Coordinator

SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL Page 8 of 11

Assignment Reading material / Case Group Topic Assignment
Group Group Roll
Numbers
1  Bringing the environment Down to Earth by Forest Reinhardt – (TB5). 16007, 08 & 19
SESSION - 2
 Beyond Greening: Strategies for a Sustainable World by Stuart L. Hart
HBR Article (TB5). SESSION - 3
Case 1: ALTAGAS: Negotiation for Long-term (Ivey 2016) - SESSION - 5

2  Competitive Advantage on a Warming Planet by Jonathan Lash and Fred 16034, 57 &
Wellington – HBR article (TB5). The Sustainability Imperative, 2010, HBS. 103
- SESSION - 4
Case 2: Unilever in Vietnam: The “Perfect Village” Initiative (INSEAD
2016) - SESSION - 08

3  The importance of looking forward to manage risks: submission to the 16009, 46 & 51
Task Force on Climate-Related Financial Disclosures, 2016, Policy paper. -
SESSION - 5
Case 3: Kimpton Hotels: Balancing Strategy & Environmental Sustainability
(Soft copy) - SESSION - 12
4  Improving Sustainable Development Outcomes Through Best 16020, 21 & 43
Management Practices, 2014, Journal of Sustainable - Development. (soft
copy) - SESSION - 6
Case 4: Transcend Coffee – Local Sustainability Challenges in a Global
Industry - SESSION - 14
5  Compliance in Context: Navigating the Realities of emerging Markets by 16067 & 75
Matthias Kleinhempel, 2015. - SESSION - 7

Case 5: Breaking Ground: Method and the Brownfield Vs. Green field
debate - SESSION - 16
6  When does it pay to be green – California Management Review (Soft 16003, 11 & 37
copy) - SESSION - 8

Case 6: Bio-Vert: Green to What Limit (Ivey 2012) - SESSION - 17

7 Case 7: Applied Sustainability LLC – Stanford Case. (Soft copy) - SESSION 16024, 27 & 30
- 19
 Is Tesla Really a Disruptor? (And Why the Answer Matters) by Larry
Dowwnes and Paul Nunes, 2017 HBR (Soft copy) - SESSION - 10

8 Case 8: The Land Lease Case (Green Building Strategy). (Soft copy) - 16029, 39 & 55
SESSION - 19
 Case Study 1: Fuji Xerox: Sustainability Innovation – case study (Soft
copy) - SESSION - 10

SGM PFM 2016-18 - Manmohan, IIFM Term VI - EM & CL Page 9 of 11

 9 Case 9: Implementing Sustainable IT Strategy: Case of Intel (JITTC 2014) - 16004, 18 & 56
SESSION - 20
 Green Marketing Mix As Strategy to Improve Competitive Advantage in
Real Estate Developer Companies, 2014, International Journal of Business
and Management Invention. (Soft copy) - SESSION – 19
 Case Study 2: Lessons learned from renewable electricity marketing
attempts: A case study (Kelly School of Business 2008) - SESSION - 21

10 Case 10: Make Green Delicious: Sustainability at Jamie Kennedy Kitchens 16010, 73 &
(Ivey 2007) - SESSION - 23 104
 How to Quantify Sustainability’s Impact on your bottom-line? (HBR
2017) - SESSION – 23

11 Case 11: Sustainability at IKEA Group - SESSION - 24 16001, 60 & 95

 The Greening of the Petrobras, by Jose Sergio Garbrielli de Azevedo,
2009, HBR. - SESSION - 24
12 Case 12: Han Solar and Green Supply Chain (Berkeley-Haas 2012) - 16016, 90 &
SESSION - 25 102
 The Comprehensive Business Case for Sustainability by Tensie Whelan
and Carly Fink, 2016, HBR. - SESSION - 24
13 Case 13: Tea and Sustainability at Unilever (WDI Publishing 2015) - 16070, 81 & 99
SESSION - 26
 Brand Strategies in The Era of Sustainability - SESSION - 25
14 Case 14: The Clorox Company: Leveraging Green for Growth - SESSION - 16028, 41 & 80
26
 How to become a Sustainable Company, 2012, MIT Sloan Management
Review? - SESSION - 26
15 CASE 15: Ceago Venegarden: How green is your wine – eco-labelling – A 16058, 82 & 88
Stanford Sustainability Business Case. (Soft copy) - SESSION - 27
 Winning in the Green Frenzy by Gregory Unruh and Richard Ettenson,
2010, HBR - SESSION - 27
16 Case 16: Hayward Lumber Company – A Stanford Sustainability Business 16042, 44 & 50
Case (Soft copy) - SESSION - 28
 Don’t Tweak Your Supply Chain-Rethink it End to End by Hau L. Lee,
2010, HBR. - SESSION - 25

17 Case 17: GreenWood Resources: A Global Sustainable Venture in the 16022, 25 & 49
Making. - SESSION - 28
Case Study 3: Growing Naturally: Simi Valley Skin Care Firm Derma E
Strives to be Environmentally and Socially Conscious. (Soft copy)
- SESSION - 28
18 Case 18: Forest City & Boulder Valley Credit Union (TB3). - SESSION - 29 16052, 65 & 86
 Kimberley-Clark and Greenpeace (Ch.10 TB8) - SESSION - 29

19 Case 19: First Affirmative Financial Network & Boulder Outlook Hotel (TB3). 16002, 96 & 97
- SESSION - 29

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  Ecollaboration: working together for a Sustainable future, 2013,
NESPRESSO. (Soft copy) - SESSION - 29
 Corporate Sustainability: First Evidence on Materiality, 2016, Mozaffar
Khan et al., Working paper HBR. (Soft copy) - SESSION - 29

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