Strategies for sustainable cotton: comparing niche with mainstream markets

This case study examines the strategies by two very different types of textile companies for supplying garments in a more sustainable way: Sweden-based H&M, a large international firm, and hessnatur of Germany, a small niche player. In particular, the case discusses the strategies the two companies have adopted with regard to managing supplier relations and monitoring adherence to social and environmental standards. The case also discusses the respective implications the two companies' strategies have on society. It aims to stimulate critical thinking regarding the multiple ways in which corporate strategies affect the sustainability footprint of both the company and the wider society in which the company is embedded. The case study should thus be of interest to students of strategic management, but also be useful to those interested in sustainable development or supply chain management.