Sustainability Marketing

Course: Sustainability Marketing

• Lection 2
  • Case Study VW E-Golf

  • Overview, Learning Outcomes and Lesson Structure

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  • The Volkswagen Group

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  • Their New Electric Car

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  • The Challenge and Its Key Questions

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  • 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)