Phoenix Organic: Valuing Sustainability While Desiring Growth

Case Abstract

This case traces the development of the organic juice company Phoenix Organic from a bathtub operation producing ginger fizz to a sustainable and successful juice company achieving market dominance in Australia. Business decisions facing these entrepreneurs include selecting strategies to penetrate cafes; whether to approach supermarkets; how to sustain suppliers of organic products; whether to use glass versus plastic for bottling; and export versus domestic expansion. The business is committed to practices of social and environmental responsibility and all decisions are made to promote the double bottom line business growth and commitment to improving society and the environment with a quality product and clean production operations.

Authors: Eva Collins, Steve Bowden, Kate Kearins
Institution: Wakato Management School, New Zealand; Auckland University, New Zealand
Competition Year2005
Place3rd place
TrackCorporate Sustainability
Key WordsOrganic, Drinks, Juice, Australia, Growth strategy, Double bottom line, Clean production
CoursesStrategy and Sustainability, Strategy, Entrepreneurship, Business and Society, Environmental Management
Target AudienceMBA, Undergraduate Students, Post-graduate Students
Permission RightsThe Phoenix Organic case has been published at Collins, E., Bowden, S. & Kearins, K. (2005-2006, winter). Phoenix Organic: Valuing sustainability while desiring growth (case study and non-published teaching note). Business Case Journal, 13 (2), 77-98. It is also part of the oikos Case Collection book (Volume 1): Case Studies in Sustainability Management and Strategy published by Greenleaf.
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posted June 30, 2005

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