The Case Centre featured a case study by SMU Associate Provost (Undergraduate Education) and Associate Professor of Marketing (Education) Michelle Lee and SMU Associate Professor of Marketing (Education) Seshan Ramaswami on how Vincent Mourou, founder of Marou Faiseurs De Chocolat (Marou), could grow the company while maintaining its commitment to sustainability, and how Marou should leverage its sustainability credentials in its marketing. The Case Centre featured a case study by SMU Associate Provost (Undergraduate Education) and Associate Professor of Marketing (Education) Michelle Lee and SMU Associate Professor of Marketing (Education) Seshan Ramaswami on how Vincent Mourou, founder of Marou Faiseurs De Chocolat (Marou), could grow the company while maintaining its commitment to sustainability, and how Marou should leverage its sustainability credentials in its marketing.
Sharing why they chose this case, they noted the enterprise's profound commitment to farmer welfare, the story of the two founders, and the brand’s genesis. The authors highlighted that the ability of this case to raise consciousness about sustainability issues in chocolate, and more broadly, in all agro-based businesses, is its biggest strength. They also expressed that the Case Research Journal’s Curtis E Tate Jr award was quite unexpected and had motivated them to pursue the same level of research and communication excellence in their other case and academic projects.
