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New Zealand Primary School
This business case study examines how the leadership group of a 150-pupil NZ primary school responded to an environmental activism campaign protesting the school’s burning of coal to heat its classrooms. Students working with the case study will, by necessity, need to apply theoretical perspectives relating to organizational legitimacy, leadership, and brand management. Some educators may also wish to use the case to highlight issues of ethical judgment. The case is equally relevant to undergraduate and graduate business school students. The latter set of students will be expected to bring fuller and richer theoretical understandings to the case study.