The company you work for is very traditional. The CEO recently visited one of your facilities in a developing country and was upset with the plight of the people and the environment. As a result, the CEO is interested in moving the company in a new direction. This direction is not yet clear but it is clear that it should have a “for benefit”, social entrepreneurship model, or even an entirely new non-profit arm of the company. Sustainability, particularly in relation to the environment is also a consideration. You have been asked to be part of a team to investigate the possibilities and presenting a branding for this new direction for the company.

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