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Motorcycle Offsetters: The Road to Financial Stability and Carbon Offsetting for Motorcycle Enthusiasts

內容大綱
Motorcycle Offsetters, an aspiring startup, provided motorcycle enthusiasts with a platform to offset carbon emissions from their touring activities, contributing to the fight against climate change. Despite rapid growth, the venture faced financial instability. The founder, Andreas Gneist, aimed to devise a marketing and communication strategy to engage decision-makers in organizations offering offsetting services to a substantial motorcycle enthusiast base. Overcoming skepticism among environmental activists and countering the stigma associated with climate change efforts among deniers were pivotal challenges. Addressing these hurdles was crucial for the venture's success and financial sustainability.
學習目標
This case is suitable for senior undergraduate and graduate courses in marketing, strategy, entrepreneurship, and business ethics. After working through the case and assignment questions, students will be able to do the following:</p><ul class="condensed-text"><br><br><ul><li>Discuss marketing strategies that address the competing narratives of efficiency, effectiveness, and ethicality in both support and opposition to the use of carbon offsetting as a tool to combat climate change.</li><li>Articulate the ideological differences across elements of society with respect to the veracity of climate change and its impacts.</li><li>Describe the elements of a marketing communications plan needed to promote carbon offsets as an intangible product with societal benefits.</li><li>Develop strategies for revenue generation through diversification of product offerings/benefits.</li></ul>
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