Heieriling 2022

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Hans-Martins, CEO of Heierling Boots, the oldest ski boot company, is gearing up for the launch of Heierling’s new Ski boot with Solomon, the biggest ski boot company. This project is important to not only Hans-Martin but also Heierling as this is a major rebranding after years. The focus is on sustainability, circular economy, and blockchain. As for their quest to be “truly green”, Heierling plans to recycle all of the worn-out shoes to make new ones and put this information on Blockchain. Through the use of the PEST analysis, students can understand that the consumer is becoming more aware of sustainable products and blockchain. However, the general public is still unfamiliar with these subjects. The technology is still in its infancy and many people are trying to find a good use case for it. Additionally, the recent scandal with Cryptocurrency energy consumption also paints blockchain technology in a bad light. Hans-Martin was wondering if Blockchain and Circular economy was the right choice for this rebranding effort. During the case, the student can use Ted Takagi’s 5Ps model to find different use cases for Ski boot and link it to Blockchain technology & Circular Economy to find the most suitable way of implementing the concepts in real-world situations. Additionally, students can also use the 4Ps model to use different technology to help Hans-Martin communicate Heierling’s sustainability message to a mass audience while not being labeled as “greenwashing”.

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