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about=\u0022\/case\/ets\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase product-type-badges\u0022\u003ECase 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green-august\u0022\u003E\n                          \u003Cspan class=\u0022modal-title\u0022 id=\u0022teachingNoteModalLabel\u0022\u003EEducator Material\u003C\/span\u003E\n                          \u003Cbutton type=\u0022button\u0022 class=\u0022close\u0022 data-bs-dismiss=\u0022modal\u0022 aria-label=\u0022Close\u0022\u003E\n                            \u003Cspan aria-hidden=\u0022true\u0022\u003E\u0026times;\u003C\/span\u003E\n                          \u003C\/button\u003E\n                        \u003C\/div\u003E\n                        \u003Cdiv class=\u0022modal-body\u0022\u003E\n                                                      \u003Cdiv class=\u0022button-block\u0022\u003E\n                              \u003Ca class=\u0022use-ajax btn white-text btn-square green-august\u0022 href=\u0022\/watermark-pdf\/get-pdf\/74980\/149461\u0022 \u003E\n                                English Tea Shop Organic: Competitive Advantage through Sustainable Solutions - Slides\n              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\u003Cdiv class=\u0022container-fluid case-page-content full-width-wrapper\u0022\u003E\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-8 col-md-8 insead-light-grey-other pb-4 full-width-inner-wrapper\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022individual-main-block\u0022\u003E\n          \u003Cdiv class=\u0022page-content-tab\u0022\u003E\n                          \n              \u003Cul class=\u0022nav nav-tabs gradient-border-left-right\u0022 id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca data-bs-target=\u0022#home\u0022 data-bs-toggle=\u0022tab\u0022 href=\u0022#home\u0022 class=\u0022nav-link active\u0022\u003EHome\u003C\/a\u003E\u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/149461\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe English Tea Shop Organic (ETS) brand has created a sustainable ecosystem that supports suppliers\u2019 livelihoods as well as its competitiveness in the market. In 2021, it embarked on a second 10-year plan, aiming to become a sustainable, employee-owned business with a purpose-driven brand, and by 2022 30% of the company was employee owned. The case describes the challenges ETS faced building a brand that appealed to ethically minded consumers, while helping farmers grow organic tea and make a sustainable living. It explores various avenues through which it could achieve scale: geographic expansion, developing its successful gift range, focusing on regular in-home consumption, entering adjacent categories, and exploring B2B options, possibly in the HoReCa segment. However, in seeking to make the brand purpose-driven, it discovered that \u2018doing good\u2019 was not enough to get customers to pay premium prices. Could its newly developed blockchain system not only help to connect with customers but be harnessed to drive growth?\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe case focuses on how to grow a purpose-led brand and how blockchain technology can be used to create engagement with consumers while creating wins for farmers and the planet. It can be used in courses on branding, marketing strategy and\/or sustainability \u2013 all three dimensions are covered in an interconnected way. It works well with degree participants (MBA or EMBA) and could be used for undergraduate programmes. It could also fit in-to a half-day session\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Organic tea\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Sustainable farming\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Mindful consumers\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               gifting\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Climate change\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Supply chain\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Biodiversity\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               AI\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Blockchain\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Brand development\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Communities\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Organic beverages\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Good Health \u0026amp; Well-Being\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Decent Work and Economic Growth\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Industry, Innovation and Infrastructure\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Reduced Inequality\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Sustainable Cities and Communities\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Responsible Consumption and Production\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Climate Action\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q42023\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                     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src=\u0022\/sites\/publishing\/files\/Amitava-Chattopadhyay-12799_21.jpg\u0022 alt=\u0022Chattopadhyay\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/amitava-chattopadhyay\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Amitava\u0026nbsp;Chattopadhyay\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Ravi-Fernando-12046_10.JPG\u0022 alt=\u0022Fernando\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/ravi-fernando\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Ravi\u0026nbsp;Fernando\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  \n                \u003C\/div\u003E\n           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author-designation\u0022\u003E\n                  Academic Content Development Fellow\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Alixandra-Barasch-11501_27.jpg\u0022 alt=\u0022Barasch\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/alixandra-barasch\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Alixandra\u0026nbsp;Barasch\n                    \u003C\/a\u003E\n                  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