Veja : analyzing brand strategy for an eco-friendly sneaker / Raffaele Filieri.

Format:

Book

Author/Creator:

Filieri, Raffaele, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Business planning--Moral and ethical aspects--Case studies.

Business planning.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

Veja is a sustainable footwear company that has disrupted the global sneaker industry by integrating eco-friendly materials, ethical supply chains, and an innovative no-advertising marketing approach. Founded in 2004, Veja scaled from EUR 300,000 to EUR 280 million in annual revenue while maintaining independence from external investors and achieving B Corp certification. This case study analyzes how Veja's comprehensive sustainable business model-focusing on organic cotton sourcing, Amazonian wild rubber, recycled materials, and transparent supply chains-enabled rapid global expansion without compromising core values. Students will critically examine how Veja balanced sustainability with profitability, evaluate the risks of scaling an ethical supply chain, and discuss whether organic celebrity endorsements alone can sustain growth in an increasingly competitive sustainable fashion market. They will also explore challenges such as material innovation, supply-chain transparency, brand authenticity, and competition from larger brands adopting green marketing strategies. The case offers insights into the strategic trade-offs, stakeholder tensions, and operational dilemmas faced by companies committed to a triple bottom line.

Notes:

Description based on XML content.

ISBN:

979-83-488-4726-5

OCLC:

1569208782

Publisher Number:

T300564