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Teaching Material

Veja Case Study: Sustainable Rubber Sourcing

Target GroupMasterResource TypeCase StudyDomainSustainable Value Chain Management and Circular EconomyDuration2h to ≤ 4hAuthorDorothée Baumann-Pauly, Justine Nolan and Andy Symington
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Relevant SDGs

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How to use

This resource can be used to teach students about innovative sustainable business models that create positive societal impact. Students will develop competencies in analyzing how companies can address environmental and social challenges simultaneously through their supply chain decisions. They will learn to evaluate how business models can support both environmental protection and community empowerment.

The case study is ideal for lectures or workshops focusing on sustainable business practices, supply chain management, or corporate social responsibility. It works effectively as a mid-semester discussion case after students have grasped basic sustainability concepts but before they undertake their own analysis projects.

Faculty should allocate sufficient time for students to analyze Veja’s model and its impacts before classroom discussion. Consider supplementing with videos or images of wild rubber harvesting to provide visual context, and organize small group discussions around specific learning objectives before whole-class synthesis.

Teaching format tip

Case Study

Assign students specific analytical roles before presenting the case. Use structured questioning protocols to guide examination of stakeholder perspectives, decision points, and systemic factors. Have students work in small groups to develop competing recommendations, then debate solutions using evidence from the case. Conclude with reflection on reasoning processes and assumptions that influenced their analysis.

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Sustainability in Academia
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  • Resources
    Subject area
    • General KnowledgeThis section provides general frameworks and concepts related to sustainability that can be used in any discipline and across industries.
    • Specific KnowledgeThis section provides sustainability related content that would enable students following a business or management degree or course to be better equipped to face sustainability related challenges.
      • Economics
      • Management
      • Finance, banking, insurance
      • Marketing and advertising
    Competence area
    • Problem-solving
    • Critical thinking
    • Self-awareness
    • Collaboration
    • Normative awareness
    • Anticipatory thinking
    • Systems thinking
    • Strategy
    Learning approach
    • Cognitive learning
    • Socio-emotional learning
    • Behavioural learning
    • Subject area
      • General KnowledgeGeneral knowledge represents foundational understanding across multiple disciplines needed for sustainable development. It creates an integrated mindset that connects basic and advanced topics across various knowledge domains.
      • Economics
      • Management
      • Finance, banking, insurance
      • Marketing and advertising
    • Skill area
      • Problem-solving
      • Critical thinking
      • Self-awareness
      • Collaboration
      • Normative awareness
      • Anticipatory thinking
      • Systems thinking
      • Strategy
    • Learning approach
      • Cognitive learning
      • Socio-emotional learning
      • Behavioural learning
  • Communities
  • Education for sustainability
  • About us
  • Resources
    Subject area
    • General KnowledgeThis section provides general frameworks and concepts related to sustainability that can be used in any discipline and across industries.
    • Specific KnowledgeThis section provides sustainability related content that would enable students following a business or management degree or course to be better equipped to face sustainability related challenges.
      • Economics
      • Management
      • Finance, banking, insurance
      • Marketing and advertising
    Competence area
    • Problem-solving
    • Critical thinking
    • Self-awareness
    • Collaboration
    • Normative awareness
    • Anticipatory thinking
    • Systems thinking
    • Strategy
    Learning approach
    • Cognitive learning
    • Socio-emotional learning
    • Behavioural learning
    • Subject area
      • General KnowledgeGeneral knowledge represents foundational understanding across multiple disciplines needed for sustainable development. It creates an integrated mindset that connects basic and advanced topics across various knowledge domains.
      • Economics
      • Management
      • Finance, banking, insurance
      • Marketing and advertising
    • Skill area
      • Problem-solving
      • Critical thinking
      • Self-awareness
      • Collaboration
      • Normative awareness
      • Anticipatory thinking
      • Systems thinking
      • Strategy
    • Learning approach
      • Cognitive learning
      • Socio-emotional learning
      • Behavioural learning
  • Communities
  • Education for sustainability
  • About us
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