Case Study 1

Case Study 1

BELL CANADA’S CLEAN CAPITALISM: COMBINING PLANET AND PROFIT

Submitted to Debbie Bortolussi By Gorka Izarzugaza

Table of contents

Social criticisms to Marketing Page 2

Concepts of successful sustainability Page 4

The Environmental Sustainability Portfolio Page 4

Bell’s Enlightened Marketing Practices Page 5

Would Bell be more financially successful if it were not so focused on social responsibility? Page 7

References Page 8

1. Social criticisms to marketing

This is an analysis of the criticisms to the traditional marketing and how Bell is situated in this approach.

• Deceptive practices: In June 28th, 2011 Bell was sanctioned with administrative penalty of $10 million for False or Misleading Representations

• Advertising High pressure selling. Bell’s Responsible Marketing programs involve: privacy rights carefully protected, easy-to-read privacy statement, respect the National Do Not Call List, working with Canadian Radio-Television and Telecommunications Commission (CRTC) to investigate

• Shoddy or unsafe products. Not only Bell has created a safe work environment but also partners only with those who share this policy and agree and sign the Bell’s Supplier Code of Conduct. In 2010:

• Planned obsolescence. In this respect, being Bell directly related to Information Technologies its products may suffer of the quick obsolescence problem, in this case, due to continuous technological advances. Although Bell is not the manufacturer but a partner and distributer and not the producer itself it developed the cell phone recycling program in order to

• Poor service to disadvantaged consumers. This is an especial issue in which the company advantages others. Bell was the pioneer in Canada bringing telecommunications, it was the only public provider, and after the de-regulation, it still counts with its previous monopolistic remains of the Canadian infrastructure. The competitive advantage obtained is a wide consumer portfolio,...