This stakeholders case study shows how BT engages with its stakeholders. It explains how the company is working with different stakeholder groups to reduce the environmental impact of its operations.

As a result of carefully reading the Case Study, students should be able to: describe the moral principles underpinning the pursuit of sustainable development, describe some benefits of sustainability, identify factors that are important to stakeholders.

As a result of carefully reading the Case Study, students should be able to: explain how broadband meets customers’ need for speed, identify key segments in the gaming market, explain how BT has developed a marketing mix for broadband gaming.