All Nippon Airways’ (ANA) “Future Promise” - Beyond Persuasion and Demand Creation
In the sustainability era, Creating Shared Values (CSV) is seen as the key to unlocking innovations and business growth. How can a leading airline like All Nippon Airways (ANA) apply the concept in its business operation and marketing strategies?
At a glance
Country of Origin
Japan
Type of Industry
Aviation
Company Founded
1952
Abstract
All Nippon Airways (ANA) has integrated Creating Shared Value (CSV) into its business strategies to align with social and environmental sustainability goals. This case study explores ANA’s flagship programs like "ANA Future Promise," which incorporates Environmental, Social, and Governance (ESG) principles into operations. By focusing on challenges like CO2 emissions, diversity, and regional economic revitalization, ANA seeks to balance economic growth with social benefits.
By embedding CSV into its strategic framework, ANA differentiates itself in a competitive industry, creating dual value for its stakeholders. However, the case also explores challenges such as balancing economic and social gains, navigating the long-term implementation of sustainable practices, and addressing potential greenwashing perceptions.
Designed for analysis, this case encourages learners to evaluate the efficacy of CSV in driving corporate value and societal progress. It offers learners insights into how ANA's strategies may influence its competitive position and long-term sustainability in the aviation industry.
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