The purpose of the case is to demonstrate a strategic approach to sustainable development that connects corporate responsibility to core business strategy and planning to enable sustainable value creation for shareholders and society at large.

It achieves this by examining the business value of adopting a scientific, structured, whole-systems approach to sustainability. The case highlights an innovative, integrated and strategic organisational response to a CR/sustainability challenge and considers the implications of CR/sustainability for corporate strategy and marketing (i.e., “mainstreaming” CR).