Beyond the Conventional Business Model: Sustainability Lessons from Traditional Medicinals

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Beyond the Conventional Business Model: Sustainability Lessons from Traditional Medicinals

Journal Title: Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu - Year 2017, Vol 75, Issue 4

Abstract

Sustainable development is a compelling idea for many organizations. It is concerned with how business can contribute to solving some of the major challenges that the world faces today – from climate change and biodiversity, to working conditions and health amongst the poorest in the world. But many corporations struggle to integrate this idea into their everyday business models. Traditional Medicinals®, founded in 1974, is a manufacturer and marketer of certified organic herbal medicinal products, many of which contain Fair Trade Certified and FairWild® Certified botanicals. It is an independent, family-owned company producing herbal teas in its solar powered facility in Sebastopol, California. A socially responsible and environmentally conscious company, providing the highest quality botanical products with a balance of responsible business practices as its guide. The main aim of this paper is to explore, in the form of a case study, the innovative business model of this interesting, purpose-driven company that has weaved sustainability practices into its core values and makes every effort to communicate this value to its main stakeholders: suppliers (herbal growers, collectors, communities), employees, customers and the public.

Authors and Affiliations

Renata Schaefer, Robert Girling

Keywords

EP ID EP259650
DOI -
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