Abstract
This study demonstrates how Woolworths, a South African retail chain promotes corporate entrepreneurship within its supply chain as it implements sustainable marketing strategies. A qualitative case study approach, restricted to a single retail chain, was used and the data analysed was derived from their public documents. A content analysis using a thematic approach that incorporated product life cycle model variables was used to code the data. The results demonstrate that retailers can
promote entrepreneurial activity within supply chains as they implement sustainable marketing strategies.