Communicating Sustainable Shoes to Mainstream Consumers: The Impact of Advertisement Design on Buying Intention

Traditionally, marketing of sustainable products addresses green buyers, thus missing out on the mainstream consumers and volume necessary to cover the potentially higher cost of more sustainable materials. However, how to effectively communicate more sustainable products to mainstream consumers and to increase their buying intention is still...

Eco-efficient Value Creation: An Alternative Perspective on Packaging and Sustainability

The classical sustainability perspective on packaging is to reduce the environmental impact or eco burden of the packaging, using life cycle assessment to evaluate different design alternatives. Simultaneously, the classical marketing perspective on packaging is to generate value through differentiation, for instance, by providing additional...

Entering the Indian Airway Management market: A strategy for Ambu to enter the Indian market for Airway Management

This reports provides an entry strategy for Ambu in the Indian market for Airway Management. This strategy is based on a situation analysis of the company Ambu and a field research among hospitals in India. The project is done in cooperation with Designit, a Danish Design consultancy.