Mini case study based on sustainable marketing. Please answer the questions given in the case.

Mini Case Study Scandic Hotels In the early 1990s, the Scandinavian hotel chain, Scandic, was in bad financial straits. The need to become profitable led it, in 1994, to hire a new CEO, Roland Nilsson, to shake things up. Nilsson saw the connection between profitability and sustainability. Needing to cut costs, Scandic turned first to waste reduction and innovation, and it engaged The Natural Step for assistance. The Natural Step then involved workers from throughout the organization in the change process. Workers received training in TNSF, and then they began actively suggesting ways to improve both the envi- ronmental and the social sustainability of the company. The best 1,500 suggestions were used as targets for innovation. The company developed new systems for cleaning, dish- washing, and laundering, which allowed it to switch to more environmentally safe detergents and cleaning products and to dramatically decrease water usage. The company took measures to reduce its energy usage, and eventually, it shift- ed all its electricity to renewable sources. It shifted its fleet of vehicles from gas and diesel to hybrid or alternative-fuel vehicles. All new construction and remodeling was done according to the most advanced green building techniques. Food service throughout the hotel chain began sourcing ingredients from the most sustainable sources available. In addition to ongoing training in sustainability, service, and diversity, employees also received support for health and fit- ness improvement and for service to their communities. As for profitability, the turnaround was fast and enduring. In the first three years, Scandic's sales rose more than 25 percent, and its operating margin increased from 3.5 percent to 5.2 percent. Scandic was once again profitable.35 Now explore more deeply and interactively what Scandic has done since the mid-1990s to continuously improve sustainability. How did Scandic approach the problem of financially unsustainable operations? What evidence do you see of in- creased financial value? What about value to the environment? And to people and communities? Can you find examples of Scandic balancing different stakeholder interests? And what has it done to increase its transparency and accountability