MGT630 CT6

When a business is not focused on sustainability, value may be solely determined outside its customers’ interest in green behavior. Suppose a restaurant makes a great-tasting hamburger. Very few of its customers might care whether or not the restaurant engages in green business practices. However, what if there are two restaurants that make equally great-tasting burgers, but one is green while the other is not? Many customers may choose the green business, because the business adds value to its offerings by engaging in sustainable practices. In the case of sustainable products, meaning those products made with an effort to be environmentally and socially responsible, sustainability plays a large role in the customers’ decisions to buy, and tends to be central to the company’s brand. Identify a Saudi business that may not yet be focused on sustainability. Suppose this company decides it would like to deliver products that are more socially, environmentally, and economically superior. Present the company with the total value proposition from a sustainability perspective. In that total value proposition, include a discussion of use values and nonuse values for the business’ green products. How should the business determine WTP, WTA, or consumer surplus? • Be 5-6 pages in length, which does not include the title page, or required reference page, which are never a part of the content minimum requirements. • Use APA style guidelines. • 9-12 references • The paper must contain (introduction, body and conclusion) • Support your submission with course material concepts, principles and theories from the textbook and at least two scholarly, peer-reviewed journal articles published in the most recent five years Required • Chapter 6 in Making Sustainability Work https://www.bkconnection.com/static/Making_Sustainability_Work_2nd_EXCERPT.pdf • Luchs, M. G., & Kumar, M. (2017). “Yes, but this other one looks better/works better”: How do consumers respond to trade-offs between sustainability and other valued attributes? Journal of Business Ethics, 140(3), 567–584. • Yang, M., Vladimirova, D., & Evans, S. (2017). Creating and capturing value through sustainability: The sustainable value analysis tool. Research Technology Management, 60(3), 30–37. Recommended • Zasada, I., Hafner, K., Schaller, L., van Zanten, B. T., Lefebvre, M., Malak-Rawlikowska, A., . . . Viaggi, D. (2017). A conceptual model to integrate the regional context in landscape policy, management and contribution to rural development: Literature review and European case study evidence. Geoforum, 82, 1–12.