Sales and Sustainability: Walmart Lights the Path

In support of the federal EnergyStar program and its own global sustainability strategy, Walmart encourages customers to invest in compact fluorescent light bulbs. Given the size and scope of the retail giant, sales of the bulbs — which reduce greenhouse gas emissions — add up to significant environmental impact.

When sales started slipping, the company had to reassess its priorities and strategy in terms of product, price promotion and positioning to find opportunities for improvement, while taking into account other marketing efforts and stakeholder concerns.

Learn about the considerations Walmart’s leaders faced in Erika Herz, associate director of sustainability programs, and Professor Marian Chapman Moore’s article “How Walmart Promoted More Efficient Light Bulbs” in the Darden School of Business/Washington Post “Case in Point” series.

About the Faculty

Marian Chapman Moore

Moore’s expertise is in brand strategy, competitive marketing strategy and emotional responses to advertising.

She was founding associate dean of Darden’s MBA for Executives format of its MBA program and serves as faculty member in Darden’s full-time MBA program and Darden Executive Education courses.

Moore has published in top journals including the... Learn More