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Maria Yee Inc.: Making ‘Green’ Furniture in China Case Solution & Answer

This Case is about COMPETITION, ENTREPRENEURSHIP, GENDER, MANUFACTURING, SOCIAL RESPONSIBILITY, SUPPLY CHAIN, SUSTAINABILITY

PUBLICATION DATE: January 16, 2009 PRODUCT #: SI110-HCB-ENG

In the year 2008, Maria Yee Inc. had taken an unique position as a superior “green” home furniture maker with two direct-owned factories in China and supply through several big U.S. retailers. Over time, she pursued responsible principles including using sustainable bamboo and eco-certified wood. She believed in being eco-friendly through sensible design and making, not only advertising. But Yee wrestled with the best way to enlarge and become more mass market while remaining true to her worth that were green.

Maria Yee Inc Making 'Green' Furniture in China Case Solution

Price-competitive was remaining, since environmental innovations like using eco-certified lumber or eco friendly manufacturing procedures tended to cost more. The business experienced difficulties developing a dependable eco-friendly supply chain in China for bamboo, wood and finishes. And it was considering the best way to create greater brand recognition and develop distribution channels and new market segments for its eco-furniture. The case addresses the unique challenges while improving its eco-friendly strategy in reaching its full potential as a business an entrepreneurial firm faces.

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