Superbottles: Internationalization into BeNeLux
Superbottles: Internationalization into BeNeLux

Author(s): Anne Ruokolainen, Elitza Hristova, Michael Benkovich, Mila Petkova, Ropafadzo Murombo, Wellney Yarra
Subject(s): Supranational / Global Economy, Business Economy / Management, Marketing / Advertising
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: case study; SMEs; internationalization; packaging industry; Superbottles; marketing; Benelux;
Summary/Abstract: Fact: 35 million plastic bottles end up in the ocean every year. Just like anyone else in Vienna, Freddy and Patrick used to be regular consumers of plastic bottled water. It seemed harmless, and convenient. You buy a bottle of water when you are thirsty, and throw it away when you are done, and by placing it in a trash can, you are fulfilling your responsibility as a good citizen…but are you really? It is one thing to prevent pollution on the streets. Putting trash in the trash can, especially if you live in a country where the trash is separated, seems like you are doing a great job in being a friend of the environment. What we do not consider, though, is that even once you have thrown away your plastic bottle, it can still end up in the wrong place. We focus on answering the question “Did I dispose of my plastic correctly?”, when it really should be “Should we be using plastic to begin with?“

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