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Ecoprint

A key issue in the case is to what extent environmentally friendly production and socially responsible behaviour as pursued by Ecoprint provide competitive advantage in the printing industry, especially in the circumstances of economic downturn witnessed in 2008-2009. Ecoprint is a small printing house operating in Tartu, Estonia. It has been a pioneer in implementing environmentally friendly production and developing Green Print, a unique product that used only natural inks and certified paper. Due to its environmental initiatives Ecoprint has won numerous rewards, acquired certificates, and its greenoriented philosphy had differentiated the company from its competitors in the past.

Objectives of this case are to:

• Open perspectives for a strategy analysis of the company and generate ideas for its future growth;
• Provoke thoughts about the factors that have led to certain strategic choices;
• Develop the skills for the assessment of the attractiveness of an industry (on the example of printing industry);
• Enhance the understanding on theoretical CSR concepts by linking those with the practice of Ecoprint;
• Develop awareness about ecological footprint.

This case can be used for classroom discussion and small group assignments. The case is suited for use on second or third year undergraduate level and MBA level for courses on strategic management and business ethics. The case and teaching note has been subject to group discussion consisting of professors and doctoral students with teaching assignment and developed accordingly.

To obtain the full text of the case and teaching note, please contact the authors at krista.jaakson@gmail.com.

Author: Krista Jaakson, Anne Reino, Pille Mõtsmees, Triin Kask

Institution: University of Tartu

Industry: Printing Industry

Discipline: Ethics and Social Responsibility

Number of pages: 17

Language: English

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