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Linda Construction Company’s Decision on Expanding Its Product Mix

Michelle DeMoss, Benjamin D. Goss
November 1, 2015
North America
Strategy & General Management, Marketing & Sales
9 pages
corporate social responsibility, sustainability marketing, product mix opportunities, Breakeven Analysis, CSR
Student Price: 
$4.00 (€3.75)
Average rating: 

In this decision case, Gary Olnowich, vice president of operations at Linda Construction Company (LCC), considers a proposal from one of LCC’s biggest contractors for LCC to add a new division of new-construction waste removal. The case describes LCC’s current product strategies and how the proposed venture might impact LCC’s existing, regionally renowned remodeling and demolition services. Provided case data includes annual values of region-specific private nonresidential construction, annual revenues by division for LCC, and a breakdown of costs for LCC’s potential new venture in new construction waste management.

Learning Outcomes: 
  1. Apply concepts of ethics, green marketing management, corporate social responsibility (CSR), and sustainability to determine classifications of sustainable marketers as defined by “Brand Ethos & Sustainability Marketing Values.” 
  2. Develop strategic dimensions of success using the Whole-System Perspective. 
  3. Utilizing strategic dimensions of success, judge organizational strategic choices based on Triple Bottom Line and Hedgehog Concept principles and a breakeven analysis.