Canature's Sustainable Development: Explorations and Practices

Siew Kim Jean Lee, Huirong Ju

Research output: Other contributionCase Studies


This case describes how Canature, whose main business is water filtration, spent like crazy to build a Zero Liquid Discharge (ZLD) system, turning its substandard wastewater discharge to zero discharge and even "negative discharge" since 2013. The ZLD system helped create a better campus environment while providing a basis for Canature to launch an industrial tourism program. When implementing the tourism program, Canature never advertised or marketed its products. Instead, it disseminated health-related concepts. Over time, Canature has initiated multiple extension activities to expand its industrial tourism program. After some shifts in the management team, Qu Yaming, who is son of the founder Qu Jianguo, took over the business and started redefining Canature’s development path. Canature's water filtration business is booming overseas, increasing its sales revenue and profit significantly. Content as he is, Qu Yaming is wondering whether to generate ¥50 million in annual revenue from industrial tourism, the business that Canature prides itself on. He is thinking carefully if the effort is worthwhile and if so, how Canature should position its industrial tourism program.
Original languageEnglish
Number of pages16
Publication statusPublished - 31 May 2022

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Case type

Field Case

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Published by

China Europe International Business School


  • Corporate Social Responsibility (CSR)
  • Family Business
  • Human Resource
  • Strategy
  • family businesses
  • human resources
  • sustainable development

Case studies discipline

  • Human Resource Management
  • Ethics & Social Responsibility

Case studies industry

  • Manufacturing


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