be kind; and the third is to be kind.” Lubetzky's company operationalizes this quote by allowing users to post on their website their individual acts of kindness and the number of people impacted by those acts. In addition to giving exposure to individual acts of kindness (get it—KIND-ness), KIND itself supports one project each month with $10,000. Whether it's rebuilding a New Jersey firefighter's house after Hurricane Sandy, supporting Big Brothers and Big Sisters, or working with a nonprofit agency to fly soldiers home from overseas for the holidays, KIND is working to have a social impact on the communities it serves. Clearly, KIND has embraced the concept of “Marketing” with all of its activities, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Evidence of this buy-in is the result the company has achieved. From the end of 2008 to the end of 2012, KIND's sales went from $15 million to $120 million, an 800 percent increase in just four years. This growth occurred despite losing Starbucks as a distributor of its snack items in all of its U.S.-based cafes. By continuing to connect with its customers through its high-quality, all-natural-ingredient products; its innovative packaging; and its commitment to the betterment of society, KIND hopes to continue to dynamically grow its business well into the future. Questions for Consideration 1.What other aspects of the AMA definition of marketing might KIND exploit in the future to continue to grow its business? 2.Do you think consumers supporting brands and companies that strive to benefit society are a trend that will continue? Why or why not? 3.What other industries might be especially prone to entry by a smaller, more nimble, and more socially conscious competition? What are the prospects for a competitor being successful in those industries?
1. Anne d'Innocenzio, “They're Back: J. C. Penney Adds Sales,” Yahoo News, January 28, 2013, - back-j-c-penney-183215451.html . 2. Pola B. Gupta, Paula M. Saunders, and Jeremy Smith, “Traditional Master of Business Administration (MBA) versus the MBA with Specialization: A Disconnection between What Business Schools Offer and What Employers Seek,” Journal of Education for Business 82, no. 8 (2007), pp. 307–12.
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