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Harvard Case - TwinHills Centro: Social Return on Investment

"TwinHills Centro: Social Return on Investment" Harvard business case study is written by Mahrukh Tahir, Elizabeth Henderson, Irene M. Herremans. It deals with the challenges in the field of General Management. The case study is 11 page(s) long and it was first published on : Jun 14, 2016

At Fern Fort University, we recommend that TwinHills Centro (THC) develop a comprehensive Social Return on Investment (SROI) framework to measure the impact of its social initiatives. This framework should be integrated into the company's strategic planning and performance evaluation processes, enabling THC to demonstrate the value of its social investments to stakeholders and attract further support for its initiatives.

2. Background

TwinHills Centro is a rapidly growing manufacturer of high-quality, sustainable furniture in emerging markets. THC has a strong commitment to corporate social responsibility (CSR), investing in various social initiatives that benefit local communities. However, THC faces challenges in measuring the impact of these initiatives and communicating their value to stakeholders.

The case study focuses on THC's 'Centro Cares' program, which aims to improve the lives of local communities through initiatives such as providing education and skills training, supporting local artisans, and promoting environmental sustainability. While the program has had positive impacts, there is a lack of quantifiable data to demonstrate its effectiveness and ROI.

Main Protagonists:

  • Maria Rodriguez: CEO of THC, passionate about CSR and committed to making a positive impact.
  • Ricardo Garcia: Head of Operations, responsible for the implementation of the 'Centro Cares' program.
  • Ana Lopez: Head of Marketing, tasked with communicating the value of THC's social initiatives.

3. Analysis of the Case Study

Strategic Framework:

This case study can be analyzed using a Balanced Scorecard framework, which considers four key perspectives:

  • Financial: Measuring the financial return on investment of social initiatives.
  • Customer: Assessing the impact of social initiatives on customer perception and loyalty.
  • Internal Processes: Evaluating the efficiency and effectiveness of social program implementation.
  • Learning and Growth: Analyzing the impact of social initiatives on employee engagement, skills development, and organizational culture.

Key Issues:

  • Lack of SROI Framework: THC lacks a systematic approach to measure the impact of its social initiatives.
  • Data Collection and Analysis: There is a lack of data collection and analysis mechanisms to track the outcomes of social programs.
  • Communication Challenges: THC struggles to effectively communicate the value of its social initiatives to stakeholders.
  • Resource Allocation: There is a need to allocate resources strategically to maximize the impact of social initiatives.

SWOT Analysis:

  • Strengths: Strong CSR commitment, positive impact on communities, growing market presence.
  • Weaknesses: Lack of SROI framework, limited data collection, communication challenges.
  • Opportunities: Increase brand awareness and customer loyalty through social initiatives, attract investors and talent, enhance organizational reputation.
  • Threats: Negative publicity from social program failures, competition from companies with strong CSR programs, resource constraints.

4. Recommendations

1. Develop a Comprehensive SROI Framework:

  • Define clear objectives and metrics: Establish specific, measurable, achievable, relevant, and time-bound (SMART) objectives for each social initiative.
  • Develop a data collection and analysis plan: Implement systems to track key performance indicators (KPIs) related to social program outcomes.
  • Utilize appropriate methodologies: Employ recognized SROI methodologies to quantify the social and economic benefits of initiatives.
  • Integrate SROI into strategic planning: Incorporate SROI metrics into the company's overall strategic planning process.

2. Enhance Data Collection and Analysis Capabilities:

  • Invest in technology and analytics: Implement data management systems and analytical tools to gather and analyze social program data.
  • Train staff on data collection and analysis: Provide training to employees involved in social programs on data collection and analysis techniques.
  • Partner with external experts: Collaborate with social impact measurement experts to ensure data accuracy and validity.

3. Improve Communication and Stakeholder Engagement:

  • Develop a clear and compelling narrative: Create a compelling story that highlights the impact of social initiatives and their alignment with THC's values.
  • Utilize multiple communication channels: Communicate SROI findings through various channels, including reports, website, social media, and presentations.
  • Engage with stakeholders: Establish regular dialogue with stakeholders to share progress updates and gather feedback.

4. Allocate Resources Strategically:

  • Prioritize social initiatives: Focus resources on initiatives with the highest potential for social impact and financial return.
  • Develop a budget for social programs: Allocate sufficient resources to support data collection, program implementation, and communication efforts.
  • Monitor and evaluate resource allocation: Regularly assess the effectiveness of resource allocation and adjust accordingly.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core competencies and consistency with mission: The recommendations align with THC's commitment to CSR and its mission to create a positive impact on communities.
  • External customers and internal clients: The recommendations aim to enhance customer perception and employee engagement, fostering brand loyalty and attracting talent.
  • Competitors: By demonstrating the value of its social initiatives, THC can differentiate itself from competitors and attract investors and customers who prioritize CSR.
  • Attractiveness: The recommendations are expected to increase brand awareness, customer loyalty, investor interest, and employee engagement, leading to long-term financial benefits.

Assumptions:

  • THC is committed to its CSR goals and willing to invest in data collection and analysis capabilities.
  • Stakeholders are receptive to evidence-based communication about social program impact.
  • THC can access the necessary resources to implement the recommendations effectively.

6. Conclusion

By developing a comprehensive SROI framework and integrating it into its strategic planning and performance evaluation processes, THC can demonstrate the value of its social investments to stakeholders, attract further support for its initiatives, and enhance its brand reputation. This will contribute to THC's long-term success and enable it to achieve its social and financial goals.

7. Discussion

Alternatives:

  • Continuing with the current approach: This would result in limited progress in measuring social impact and communicating its value to stakeholders.
  • Focusing solely on financial metrics: This would neglect the social and environmental benefits of THC's initiatives and potentially alienate stakeholders who prioritize CSR.

Risks:

  • Data collection and analysis challenges: Implementing a comprehensive SROI framework requires significant resources and expertise.
  • Negative publicity: If social programs fail to meet expectations, THC could face negative publicity and damage its reputation.
  • Stakeholder resistance: Some stakeholders may be resistant to the implementation of an SROI framework.

Key Assumptions:

  • THC's commitment to CSR is genuine and long-term.
  • Stakeholders are willing to engage with THC on social impact measurement.
  • THC has the resources and expertise to implement the recommendations effectively.

8. Next Steps

Timeline:

  • Month 1: Form a cross-functional team to develop the SROI framework.
  • Month 3: Pilot the SROI framework for selected social initiatives.
  • Month 6: Develop a comprehensive communication strategy for SROI findings.
  • Year 1: Integrate SROI into strategic planning and performance evaluation processes.

Key Milestones:

  • Development of a comprehensive SROI framework.
  • Implementation of data collection and analysis systems.
  • Communication of SROI findings to stakeholders.
  • Integration of SROI into strategic planning and performance evaluation processes.

By taking these steps, THC can effectively measure the social return on investment of its initiatives, enhance its brand reputation, and achieve its social and financial goals.

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Case Description

TwinHills was a proposed community development project by a private land developer in Calgary, Canada. The developer's utopian vision was to create a community that met a "five bottom line" model of economic, social, environmental, technological, and spiritual components. This vision was not necessarily shared by the agencies involved in the development approval process, including those in city council. The landowner identified social return on investment (SROI) as a possible tool to use to demonstrate the value of the community and expedite approvals. Two students took on the task of researching SROI and recommending specific applications for the TwinHills project. However, they encountered problems that complicated the decision process. What recommendations should the students make regarding the use of SROI for this project? They would have to use skills including cost-benefit and stakeholder analysis, while absorbing and applying the new concept of SROI to suggest the most appropriate course of action.

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