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The importance of lean and sustainability integration in sustainable construction (SC) has been extensively studied. However, a practical and thorough implementation methodology addressing the project life cycle phases is still inadequate. The present study has developed a novel phase-wise sustainable–lean implementation methodology for high-rise residential projects.

The current study has identified the 50 direct conceptual interactions between 11 lean principles and 11 sustainability criteria encompassing 44 different attributes covering 174 sustainability actions. A panel of nine experts validated these interactions, and 50 integration vectors were proposed addressing different phases of the project life cycle of high-rise residential buildings. The experts also analysed the identified integration vectors for their current and likely future implementation in high-rise residential projects.

The interactions between lean and sustainability principles led to the development of a phase-wise implementation methodology. The experts' survey responses on the current level of implementation revealed that 40, 32 and 28% of integration vectors were implemented rarely, sometimes, and frequently, respectively. For likely future implementation, 28 and 72% integration vectors were reported as very likely and extremely likely to implement, respectively. This survey response highlighted the usefulness of identified integration vectors for enhancing the sustainability of high-rise residential projects.

The proposed sustainable–lean implementation methodology acts as a comprehensive guideline for implementing a lean approach to achieve the objectives of SC in high-rise residential projects. This may facilitate the transition from conventional to sustainable building practices using a lean approach.

The case will help learners to analyse how effective handling of an extended marketing mix of 7Ps (product, price, place, promotion, physical evidence, participants and processes) makes a startup profitable in its initial years of inception; understand the significance of the online marketing strategies like digital marketing and social media marketing implemented by firms to attain a competitive edge amongst established local and global competitors; examine the strategic challenges faced by a business enterprise while entering an emerging market; analyse the growth strategies of a startup relative to various market constraints; and propose long-term strategies for sustainable growth for a startup operating in the wearables market.

Founded in 2016, Boat Lifestyle is a Delhi-based Indian startup in fashionable consumer electronics. In the past five years, Boat earned remarkable profits and emerged as one of the most promising startups through its innovative products offerings and promotion. Aiming at its target customer segment, the millennials, it promoted its products through social media marketing such as influencer marketing and brand tie-ins with sports teams and music events. The case focuses on the dynamics of the Indian wearables market that is facing tough competition from global and local players. To ensure continued growth prospects, while maintaining a tight focus on product differentiation, quality, and customer satisfaction, there is a greater need for Boat to rethink its market development and growth strategies regarding new innovations and adopting long-term orientation like diversification and global expansion.

The case aims for teaching business management students at the Undergraduate, Postgraduate, and Executive education level. In addition, the case can be related to the Strategic Management course curriculum and Marketing course curriculum.

Teaching notes are available for educators only.

CSS 11: Strategy