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Wal-Mart Sustainability Through Lightbul...

Moore, Marian Chap...

Case

Wal-Mart Sustainability Through Lightbulbs: Flickering Out?

Moore, Marian Chapman; Norton, Tucker

M-0801 | Published February 20, 2012 | 14 pages Case

Collection: Darden School of Business

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Compact fluorescent light bulbs (CFLs) were a signature piece in Wal-Mart's sustainability effort, and although by October 2007, Wal-Mart's goal of selling 100 million CFLs had been achieved, the accomplishment actually highlighted how little CFLs had penetrated the market. With over 100 million households in the United States, this impressive-sounding result actually meant less than one CFL per residence on average. Wal-Mart had much more work ahead in positioning and pricing CFLs to make them a viable presence in the lighting category. Was the issue a matter of product, price, promotion, or positioning?