Sustainability as Strategic Differentiator: The Promise and the Problems of Using Chicle vs. Petro-Chemicals in Chewing Gum

Chewing gum as a commercial product was traditionally based on chicle, mainly harvested by indigenous people from trees in the tropical forest of southeastern Mexico. Chicle base has now been replaced petro-chemical major manufacturers. However, several smaller companies are again attempting to market chewing using chicle base. The question raised here is, will differentiation provided gum—being natural, organic, and “plastic-free”—provide sufficient for meaningful competition against less expensive brands base? This case provides an interesting application Michael Porter’s strategy model which value competing strategies.