Ivey Business School (Canada)
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Naked Retreats: Evolution of a Brand
Huimin Tan; Xin (Shane) Wang; Fang Wan; Daiwei WuCase IVEY-9B18A059-EEntrepreneurship, Marketing, StrategyNaked Retreats, a hotel management company that adhered to a localized brand positioning strategy, made its debut in the Chinese hotel market in 2007. To allow customers to experience the restorative effects of closeness to nature, it launched Naked Stables, the first resort in China to have obtained a Leadership in Environmental Energy Design (LEED) Platinum certification. The founder of Naked Retreats, Grant Horsfield, was a South African who f...Starting at €8.20
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Shandong Linglong Tyre Co.: Greening the Supply Chain
Yunting Feng; Qinghua Zhu; Ning Su; Stephan VachonCase IVEY-W29879-EStrategyTire manufacturer Linglong initiated its green supply chain management (GSCM) program in 2018. By extending the ongoing green practices from within the organization to external supply chain partners, Linglong developed a green concept based on the entire product life cycle, which involved materials suppliers, equipment suppliers, distributors, and other stakeholders. After a one-year trial, the company saw an opportunity to mitigate the environme...Starting at €8.20