Case Abstract
The case traces the story of the Ambrose Hotel, a hotel based in California whose owner has invested in green practices and is interested in pursuing an eco-labeling strategy in order to better communicate her environmental achievements. This case emphasises the difference between the adoption of environmental management practices and their communication through eco-labels. It highlights the challenges associated with the use of eco-labels as an environmental differentiation strategy when several emerging eco-labels are in competition.
The students are asked to evaluate the costs and benefits associated with adopting an emerging eco-label such as the Leadership in Energy and Environmental Design accreditation for Existing Buildings (LEED EB) label. The case examines whether there are any advantages of being a first mover in such a situation and what the options are for small companies interested in differentiating their products based on their environmental component. The case provides details about the Green Seal and the LEED EB standards.
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