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Case
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Reference no. AN0003
Published by: CLADEA-BALAS Case Consortium
Originally published in: 2014
Version: 27 July 2014
Length: 20 pages
Data source: Published sources

Abstract

Wok is a restaurant chain founded in Bogota in 1998. By 2011, Wok was on its path to becoming the first 'green' restaurant chain in Colombia, following its strategic decision to integrally incorporate social and environmental dimensions into its value chain. At that point, consolidating its position as the leader in sustainability required more than philanthropic decisions from senior managers. How far should that transition progress? To what extent could Wok mobilize industry players without jeopardizing its competitive positioning? Did transition benefits outweigh costs? Were the risks worthwhile? Universidad de Los Andes' case collection
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Abstract

Wok is a restaurant chain founded in Bogota in 1998. By 2011, Wok was on its path to becoming the first 'green' restaurant chain in Colombia, following its strategic decision to integrally incorporate social and environmental dimensions into its value chain. At that point, consolidating its position as the leader in sustainability required more than philanthropic decisions from senior managers. How far should that transition progress? To what extent could Wok mobilize industry players without jeopardizing its competitive positioning? Did transition benefits outweigh costs? Were the risks worthwhile? Universidad de Los Andes' case collection

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