Wal-Mart Sustainability Through Lightbulbs: Flickering Out?

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

Abstract

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?

Keywords

Citation

Moore, M. and Norton, T. (2017), "Wal-Mart Sustainability Through Lightbulbs: Flickering Out?", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000345

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Publisher

:

University of Virginia Darden School Foundation

Copyright © 2012 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

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