TY  - JOUR
AB  - 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?
VL  - 
IS  - 
SN  - 2474-7890
DO  - 10.1108/case.darden.2016.000345
UR  - https://doi.org/10.1108/case.darden.2016.000345
AU  - Moore Marian Chapman
AU  - Norton Tucker
PY  - 2017
Y1  - 2017/01/01
TI  - Wal-Mart Sustainability Through Lightbulbs: Flickering Out?
T2  - Darden Business Publishing Cases
PB  - University of Virginia Darden School Foundation
SP  - 1
EP  - 14
Y2  - 2024/04/25
ER  -