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Shake Shack: Can an Enlightened Burger Company Steer Away from Beef?
內容大綱
Shake Shack was a fast, casual restaurant chain with a strong focus and great efforts on sustainability and corporate responsibility. Despite its stated environmental commitments, however, its core product offering—the hamburger—was extremely taxing on the environment. Between 2009 and 2021, various new alternative protein sources had emerged that were much more sustainable and environmentally friendly. Shake Shack’s chief executive officer had to make some decisions. Should the company’s products shift away from beef toward alternative protein sources? If so, which of these new products should Shake Shack consider and over what timeline?
學習目標
This case is suitable for courses on introduction to marketing, marketing management, sustainability marketing, environmental marketing, green marketing, and social marketing at the undergraduate- or graduate-level. The case focuses on the product element of the marketing mix. After working through the case and assignment questions, students will be able to achieve the following objectives:<ul><li>Evaluate whether a company is environmentally friendly or not.</li><li>Define the concept of greenwashing.</li><li>Explain how emerging trends can influence the long-term future of a company.</li><li>Determine if a company should make significant changes to its product line.</li><li>Determine the correct timing for a company to make significant changes to its products.</li><li>Determine the promotional tactics that companies could use when introducing new products.</li></ul>