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Published by:
Stanford Business School (2004)
Version:
14 December 2007
Length:
21 pages
Data source:
Field research
Notes:
Click here to access the video This item is part of a free case collection. For terms & conditions go to www.thecasecentre.org/freecaseterms

Abstract

The case traces the greening of Hayward Lumber Company, a family-owned company based in California. As an initial step toward serving an environmentally focused market niche, the firm began selling Forest Stewardship Council (FSC) Certified Lumber to meet a growing demand for green building materials in California's central coast market. The company found that while supplying FSC wood afforded entry into the green builder market, horizontal expansion into higher margin green building materials created a greater opportunity for revenue enhancement. The case details competing certification standards, and the components of Hayward's environmental strategy. The case closes with the description of several propositions for strategic growth of the firm, to reach stated environmental and sales goals. There is a video to accompany the case. This case is part of the Stanford Graduate School of Business free case collection (visit www.thecasecentre.org/stanfordfreecases for more information on the collection).

Topics

Business policy; Entrepreneurship; Environmental protection
Location:
Industry:
Size:
450 employees

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Awards, prizes & competitions

2003 - oikos Case Writing Competition - third prize winner

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