The transition to greener ways at Parsa's. Issue 2 (23rd June 2021)

• Record Type: Journal Article
• Authors: Farooq, Mir Insha; Gupta, Parul
• Is Part Of: Emerald emerging markets case studies. Volume 11:Issue 2(2021)
• Page Start: 1
• Page End: 19
• Publication Date: 2021-06-23
• Subjects: Strategy -- Green marketing -- Environmental issues -- Quantitative marketing research -- Entrepreneurship
• DOI: 10.1108/EEMCS-09-2020-0326
• Languages: English
• ISSNs: 2045-0621

Abstract

Abstract : Learning outcomes: The aim is to make students deliberate on the prospects and challenges of green practices and developing an understanding of the significance of the decision to be taken by marketers and how data can help even in small-sized entrepreneurial decision-making. Upon completion of this case study, the students will be in a position to achieve the following: Identify factors that are essential for organizations to think of including planet while formulating strategies. Understanding the significance of research in studying green consumer behavior and the research process. Interpreting and critically evaluating the survey. Suggesting measures how to improve the survey so conducted and recommending solutions. Case overview/synopsis: Parsa's is a case about a quick-service restaurant in an Indian emerging market, which faces the harsh realities of environmental degradation. In a very short span of time, Parsa's has evolved as a reputed brand – steadily growing with around 16 outlets across different parts of India, most of them in Jammu and Kashmir (J&K). The Indian subcontinent's landmass is getting buried under its own garbage with the country adding more than 15 million metric tonnes of waste every day. This unmanageable waste generation, which is piling up, adds to the pollution of land, air and water. To curb this menace, India's Government came up with a one-time plastic ban on October 2nd, 2019. At Parsa's, Javeed – its owner, had envisioned in 2018 to transit to greening their business activities. The organization's greening was providing a unique selling proposition. However, they were still in early transition. Indian market being an emerging one, is yet to adopt green practices. In addition, J&K is no different from the rest of the nation. However, Parsa's had to now think beyond the plastic ban, which was mandatory to all and this strategy will no more provide a competitive advantage. Both the partners were unsure whether the consumers were ready or they need more awareness. Javeed, a management graduate, suggested to conduct a survey in the Kashmir region as their quick-service restaurant had a good holding in most of the districts of Kashmir. Complexity academic level: This case is most suitable for graduate and post-graduate level program, ideally in the following courses offered: and in areas of marketing research, where the students can develop an understanding of how research can help marketers in studying consumer behavior in strategic management concerning a bigger ambit of sustainability; this case can cover the issues about decisions regarding going green strategies. Supplementary materials: Teaching Notes are available for educators only. Subject code: CSS 8: Marketing. Supplementary materials: Teaching notes are available for educators only.