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


Green Morning: Casting Social Media Strategy for Sustainable Business Growth

Author(s): Gargi Rawat and Prem Prakash Dewani

This case examines the digital media 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 increasing. The firm, now, wishes to utilize digital platforms to strengthen its communication strategy, and build a strong brand name in order to retain its leading position in the industry. The case will give students an opportunity to understand the role of digital media platforms in building an effective marketing strategy for small and medium enterprises.

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