Wal-mart Sustainability Through Lightbulbs: Flickering Out?

Case Solution

Marian Moore, Tucker Norton
Darden School of Business ()

Compact fluorescent lamps were a hallmark of Walmart’s sustainability efforts, and while Walmart’s goal of selling 100 million compact fluorescent lamps (CFLs) was met in October 2007, the success actually showed how few CFLs were impregnated. . With more than 100 million households in the United States, this impressive result averaged less than one CFL per household. Walmart had a lot more work to do to position and price CFLs so they would have a viable presence in the lighting category. A public glitch here could cause Walmart to lose momentum in greening its brand. Was the problem a question of product, price, advertising or positioning?

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