Kopy Luwak: a conservation strategy for global market

Abstract

Subject area Niche products and environmental ethics. Study level/applicability The case is suitable for undergraduate students who have some understanding of competitive advantage in emerging economies, of niche products, the resource-based perspective and environmental ethics. Case overview The case concerns the Indonesian coffee industry, specifically the production of Kopi Luwak, a coffee that involves a type of local wild animal as an essential part of the process. The case outlines a typical problem for a new leader who has to start his tenure with a creditable performance. The company is a resource-based one that has to manage a potential risk of violating environmental ethics. Expected learning outcomes The case reveals the value of the international value chain for a cup of coffee. Through investigating the intersection between business feasibility and conservation issues, students should be able to understand what are appropriate business opportunities with environmental ethics considerations. Supplementary materials Teaching notes are available; consult the librarian for access.