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Project FROG: Sustainability and Innovation in Building Design
Larson, Andrea; Meier, Mark Case ENT-0158 / Published September 30, 2010 / 17 pages.
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Product Overview

A sustainable-building manufacturer is transitioning from startup to the next phase of growth just as the 2008-09 economic recession brought virtually all U.S. building construction to a halt. Suitable for MBA and undergraduate students in such courses on sustainability, branding, marketing strategy, the case presents a broad range of issues. Market conditions forced the company to rethink strategy, conserve cash, and further refine its product and its processes. Venture capital funding and investor exit expectations required rapid ramping up of projects in the short run. With an aggressive target of triple revenue and profitability by 2011, only five years after startup, it looked to geographic expansion and entrance into new market segments, possibly government, retail, and health care. Its kits provided customers with an affordable way to construct greener, healthier, more energy-efficient buildings.


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  • Overview

    A sustainable-building manufacturer is transitioning from startup to the next phase of growth just as the 2008-09 economic recession brought virtually all U.S. building construction to a halt. Suitable for MBA and undergraduate students in such courses on sustainability, branding, marketing strategy, the case presents a broad range of issues. Market conditions forced the company to rethink strategy, conserve cash, and further refine its product and its processes. Venture capital funding and investor exit expectations required rapid ramping up of projects in the short run. With an aggressive target of triple revenue and profitability by 2011, only five years after startup, it looked to geographic expansion and entrance into new market segments, possibly government, retail, and health care. Its kits provided customers with an affordable way to construct greener, healthier, more energy-efficient buildings.

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