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Sustainability as Strategic Differentiator: The Promise and the Problems of Using Chicle vs. Petro-Chemicals in Chewing Gum

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  • Karen Paul

    (International Business, Florida International University, Miami, FL 33199, USA)

Abstract

Chewing gum as a commercial product was traditionally based on chicle, mainly harvested by indigenous people from trees in the tropical forest of southeastern Mexico. Chicle gum base has now been replaced by a petro-chemical gum base by the major manufacturers. However, several smaller companies are again attempting to market chewing gum using a chicle gum base. The question raised here is, will the differentiation provided by chicle gum—being natural, organic, and “plastic-free”—provide sufficient differentiation for meaningful competition against the less expensive brands using a petro-chemical gum base? This case provides an interesting application of Michael Porter’s strategy model in which differentiation and value are competing strategies.

Suggested Citation

  • Karen Paul, 2023. "Sustainability as Strategic Differentiator: The Promise and the Problems of Using Chicle vs. Petro-Chemicals in Chewing Gum," Sustainability, MDPI, vol. 15(16), pages 1-13, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:16:p:12228-:d:1214445
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