Case

Mekong Smile

A Can Tho cultural-tour business that describes itself as operating since 2017 and committed to sustainable tourism. Viet Nam News (24 November 2024) reported that Cái Răng Floating Market is losing its appeal for tourists; Minderhoud et al. (2017) measured delta subsidence from groundwater extraction.

Industry
Inbound cultural tourism (Can Tho, Viet Nam)
Frameworks applied
Triple bottom lineSHIFT framework for sustainable consumer behaviourMarketing mix (4Ps)
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Frameworks applied

This case is read through the frameworks below.

  • Triple bottom lineWhen shareholders, customers and communities expect more than profit, how should a leadership team measure and report its results for people and the planet as well?
  • SHIFT framework for sustainable consumer behaviourWhen customers say they back green products but still buy out of habit, how can a marketing team nudge them towards sustainable choices without lecturing?
  • Marketing mix (4Ps)When preparing to launch a new product, how should a marketing team combine product, price, place and promotion to reach its target customers?

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Competition and Markets Authority (2021) Green Claims Code: making environmental claims. GOV.UK.No DOIgov.ukSource page
  2. Elkington, J. (2018) 25 years ago I coined the phrase ‘triple bottom line’. Here's why it's time to rethink it. Harvard Business Review.No DOIhbr.orgSource page
  3. Mekong Smile (n.d.) About Mekong Smile. mekongsmile.com.No DOImekongsmile.comSource page
  4. Minderhoud, P.S.J. et al. (2017) ‘Impacts of 25 years of groundwater extraction on subsidence in the Mekong delta, Vietnam’, Environmental Research Letters, 12(6), 064006 (article number).doi:10.1088/1748-9326/aa7146Source page
  5. Viet Nam News (2024) Cái Răng Floating Market eyes preservation, tourism development. Viet Nam News.No DOIvietnamnews.vnSource page