Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments June 27, 2017 erstellt
Beschreibung:
This case study presents the strategic decision making aspects associated with the launch of a social entrepreneurial start-up: Lustreus. Lustreus developed the idea of substituting widely available costume jewellery / fashion jewellery by toxin free jewellery for everyday use at reasonable prices. They aim to do this by creating awareness of the harmful effects of the metals used in the making of costume jewellery; on the human body as well as the environment. The prominent 'toxic' elements present in costume jewellery are lead, cadmium, nickel, chromium and tin. There are documented evidences of the toxic effects of many such elements on the human body, ranging from carcinogenic effects to serious health problems. They collected costume jewellery available at prominent brand stores across India, local street vendors, novelty shops selling affordable ornaments, famed street locations in major cities in India and tested these samples at a prominent testing facility. A very high proportion of the sample was tested positive for toxic metals. This reinstated the company's mission for cultivating a more ethical, transparent and sustainable jewellery industry. However, toxin free jewellery shall be at least 15% costlier to the costume jewellery currently available. There are also certain health hazards related to the mining and extraction of metals used in the production of costume jewellery, and Lustreus aims to address this issue, preliminarily with donating 5% of its profits to the communities involved in this hazardous profession. Objectives: It needs to be identified as to how should the awareness for toxicity in jewellery be created. Communication efforts need to be identified which can address the consumers' existing beliefs, attitudes and persistent behaviour towards costume jewellery. Functional Areas: The case can be used for delivering aspects pertaining to social entrepreneurship, strategic marketing, consumer behaviour, business ethics and green marketing