Course: Sustainability Marketing | OnCourse UB

  • Lection 2

    • Case Study VW E-Golf

    • Overview, Learning Outcomes and Lesson Structure

    • The Volkswagen Group

    • Their New Electric Car

    • The Challenge and Its Key Questions

    • Review and Discussion

      1. Looking back to the visions 10 years ago, what has been achieved, and what hasn‘t? What would you say have been major obstacles? 
      2. You may want to have a look at the two articles by the Boston Consulting Group recommended in the box below.

    • Literature and References

      Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 166-168, 293-295. 

      Boston Consulting Group (2011): Powering Cars to 2020: The Era of the Electric Car? Boston, Mass. Available here: https://www.bcg.com/de-de/publications/2011/automotive-energy-environment-powering-autos-2020-era-electric-car
      The article gives you an insight into the perspective in 2011. 


      So what’s the perspective now? Read this to find out more:
      Boston Consulting Group (2021): Why Electric Cars Can’t Come Fast Enough, Boston, Mass. Available here: https://www.bcg.com/de-de/publications/2021/why-evs-need-to-accelerate-their-market-penetration


      Volkswagen main pages:

      https://www.vw.com/en/models/id-4.html (English)

      https://www.volkswagen.de (German)

      https://www.volkswagenag.com (German)

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