... reality. CEO Sunny Verghese faces a critical choice: how to restore credibility, comply with the EU Deforestation Regulation, and balance growth with genuine responsibility in a high-risk emerging market. Complexity academic level This case is ideal for BBA and MBA courses in Business Ethics...

... and the CAGE distance model. Students must evaluate which market presents the most strategic alignment with Gymshark’s brand values, capabilities and long-term goals, while recognising how digital-first strategies, community building and ESG transparency shape competitiveness in emerging markets. The case...

.... Relevant courses and levels The case is written for graduate (and advanced undergraduate) students that enroll in classes with a focus on emerging markets, sustainability, innovation, and entrepreneurship. Examples are courses in Entrepreneurship and Innovation (especially those that include one or more...

... be that of the government or the garment unit. Research methodology Secondary sources; published materials. Relevant courses and levels International Business, Business and Society, Supply Chain Management, Doing Business in Emerging Markets. Theoretical basis Corporate social responsibility stakeholder theory...