Click Preview case to review the first page of this case
Pentland Brands, a family-owned British company, aims to expand its outdoor apparel brand Berghaus internationally, with a focus on the German and Chinese markets. Berghaus, certified as a B Corporation in 2023, boasts a strong reputation for well-designed, durable products and offers unique services such as free repairs. The brand aligns with Pentland’s ambitious “positive business” sustainability goals for 2032, which include assisting 100 million consumers in living sustainably, improving the lives of 1 million people in its communities, and achieving net zero emissions.
Learning objectives
- Evaluate the strategic implications of integrating sustainability into an international expansion strategy, considering factors such as brand positioning, market entry modes, and local market dynamics.
- Analyse the role of sustainability certifications, such as B Corp, in creating differentiation and competitive advantage in new markets, and assess their limitations.
- Develop strategies for balancing a company's sustainability aspirations and standards with the practical challenges of working with third-party partners, such as distributors and licensees, in international markets.
- Create tailored marketing and communication strategies that effectively engage consumers in different markets on the company's sustainability initiatives and brand heritage, considering local cultural and consumer behaviour nuances.
- Critically assess the key criteria and trade-offs involved in prioritizing and sequencing market entry from a sustainability perspective, considering factors such as consumer attitudes, regulations, competitor dynamics, and supplier capabilities.
Details
| Publication Date: | July 2024 |
| LBS Case Code: | CS-24-024 |
| Topic: | Entrepreneurship, Sustainability |
| Subjects: | 17 Global Goals, brand positioning, Entrepreneurship, integrating sustainability into strategy, international expansion, market entry modes, sustainability standards |
| Industry: | Sporting goods |
| Geography: | Europe, Sunderland, United Kingdom |
| Pages: | 21 |
| Format: |
