Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Green Morning (A): Tree Transplantation, Exploring Growth Strategies in Emerging Economies

Author(s): Dr. Prem Prakash Dewani and Ayushi Gangwar

This case examines the expansion strategy of a growing enterprise named Green Morning, a tree transplantation firm. This industry is at a nascent stage of development with small and scattered players all over the country. Green Morning, a prominent name in this industry, bags most of its projects from infrastructure and development projects undertaken by the government. With the increasing awareness of transplantation as an option of saving green cover of the nation, competition is rapidly rising. The firm is now considering various strategic opportunities for its growth in terms of current and new services and markets. The case will give students an opportunity to understand and analyse the opportunities for intensive growth for a service based social enterprise.