Harvard Case - Bell Atlantic and the Union City Schools (C1): Project Explore
"Bell Atlantic and the Union City Schools (C1): Project Explore" Harvard business case study is written by Rosabeth Moss Kanter, Ellen Pruyne. It deals with the challenges in the field of Social Enterprise. The case study is 4 page(s) long and it was first published on : Jan 11, 1999
At Fern Fort University, we recommend Bell Atlantic implement Project Explore with a strong focus on corporate social responsibility and social entrepreneurship. This initiative should leverage the company's resources and expertise to address the educational challenges in Union City, fostering a mutually beneficial partnership that aligns with Bell Atlantic's values and strategic goals.
2. Background
This case study focuses on Bell Atlantic's decision to partner with the Union City Schools to create Project Explore, a program aimed at improving educational outcomes for underprivileged students. Bell Atlantic, a telecommunications giant, seeks to leverage its resources and expertise to address social issues while building positive relationships with the community. The Union City Schools, facing significant challenges with limited resources and high student poverty rates, see this partnership as a potential solution to improve educational opportunities for their students.
The main protagonists are:
- Bell Atlantic: A large corporation seeking to engage in corporate social responsibility initiatives and build positive community relations.
- Union City Schools: A public school system facing significant challenges in providing quality education to underprivileged students.
- Project Explore: The proposed program designed to enhance educational opportunities for Union City students through technology and mentorship.
3. Analysis of the Case Study
This case study presents a compelling opportunity for Bell Atlantic to engage in social entrepreneurship, creating a program that addresses a critical social need while generating positive outcomes for both the company and the community. To analyze the case, we can utilize a Triple Bottom Line framework, considering the social, environmental, and economic impacts of the project.
Social Impact:
- Addressing Educational Inequality: Project Explore directly tackles the issue of educational inequality by providing resources and opportunities to underprivileged students. This aligns with Bell Atlantic's commitment to corporate social responsibility and its desire to contribute to the well-being of the community.
- Building Community Partnerships: The project fosters a strong partnership between Bell Atlantic and the Union City Schools, creating a platform for collaboration and mutual benefit. This can lead to long-term engagement and positive social impact.
- Developing Future Workforce: By investing in education, Bell Atlantic can contribute to the development of a skilled workforce for the future, potentially benefiting the company's long-term growth and sustainability.
Environmental Impact:
- Technology and Sustainability: The project's focus on technology can potentially lead to innovative solutions that promote environmental sustainability in the educational process. This could include exploring digital learning platforms, reducing paper consumption, and promoting energy efficiency.
Economic Impact:
- Investment in Human Capital: By supporting education, Bell Atlantic is investing in human capital, which can lead to economic growth and development in the community. This aligns with the company's long-term goals and strengthens its reputation as a responsible corporate citizen.
- Business Opportunities: Project Explore can create new business opportunities for Bell Atlantic, particularly in the education technology sector. This can lead to revenue generation and further investment in the program.
4. Recommendations
Bell Atlantic should implement Project Explore with a strong emphasis on social entrepreneurship and impact investing. This involves:
- Developing a Comprehensive Business Plan: A detailed business plan should be created, outlining the project's goals, objectives, budget, and expected outcomes. This plan should incorporate a social impact measurement framework to track the program's effectiveness in addressing educational inequality.
- Leveraging Existing Resources: Bell Atlantic should leverage its existing resources, including technology, expertise, and employee volunteers, to maximize the impact of Project Explore. This could involve providing technology infrastructure, training teachers, and offering mentorship opportunities for students.
- Building Strong Partnerships: Bell Atlantic should actively seek partnerships with other organizations, including non-profits, educational institutions, and government agencies, to expand the reach and impact of the project. This could involve collaborating with local organizations to provide wraparound services for students and families.
- Developing a Sustainable Funding Model: A sustainable funding model should be established to ensure the long-term viability of Project Explore. This could involve exploring impact investing opportunities, seeking grants from foundations, and establishing a social enterprise arm within Bell Atlantic to generate revenue.
- Measuring and Communicating Impact: Bell Atlantic should implement a robust system for measuring the impact of Project Explore, using both quantitative and qualitative data. This information should be communicated transparently to stakeholders, including the community, investors, and employees.
5. Basis of Recommendations
These recommendations align with Bell Atlantic's core competencies and mission, focusing on leveraging technology and expertise to create positive social impact. They also consider the needs of external customers (Union City students and families) and internal clients (Bell Atlantic employees). By focusing on social entrepreneurship, Bell Atlantic can create a program that is both socially impactful and financially sustainable, generating a positive return on investment.
The recommendations are based on the following assumptions:
- Bell Atlantic is committed to corporate social responsibility and is willing to invest in a long-term social impact initiative.
- The Union City Schools are open to collaborating with Bell Atlantic and are committed to improving educational outcomes for their students.
- There is a strong demand for educational technology and mentorship programs in Union City.
6. Conclusion
Project Explore presents a unique opportunity for Bell Atlantic to engage in social entrepreneurship, creating a program that addresses a critical social need while generating positive outcomes for both the company and the community. By implementing the recommendations outlined above, Bell Atlantic can create a successful and sustainable initiative that aligns with its values and strategic goals.
7. Discussion
Other alternatives not selected include:
- Limited Involvement: Bell Atlantic could choose to provide limited support to the Union City Schools, such as donating technology or offering volunteer opportunities. This option would have a lower impact than a comprehensive program like Project Explore.
- Traditional Philanthropy: Bell Atlantic could choose to donate funds to the Union City Schools without directly engaging in program development. This approach would lack the opportunity for innovation and direct impact creation.
The key risks associated with Project Explore include:
- Lack of Community Buy-in: The project may face resistance from the community if there is a lack of transparency or if the program is not perceived as meeting the needs of the students and families.
- Financial Sustainability: Securing long-term funding for the project could be challenging, particularly in a competitive funding environment.
- Implementation Challenges: Implementing a complex program like Project Explore can be challenging, requiring effective coordination and management.
8. Next Steps
To implement Project Explore, Bell Atlantic should follow these steps:
- Phase 1 (Months 1-3): Conduct a feasibility study, develop a comprehensive business plan, and secure initial funding.
- Phase 2 (Months 4-6): Establish partnerships with key stakeholders, including the Union City Schools, local organizations, and potential funders.
- Phase 3 (Months 7-9): Pilot the program in a limited number of schools, gather feedback, and refine the program design.
- Phase 4 (Months 10-12): Scale the program to additional schools, monitor impact, and secure long-term funding.
By following these steps, Bell Atlantic can ensure the successful implementation and long-term sustainability of Project Explore, creating a positive impact on the lives of Union City students and families.
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Case Description
The third in a five-part series about Bell Atlantic Corp.'s technology-in-education partnership with the Union City, New Jersey school system. Describes Bell Atlantic's efforts to identify an appropriate site for testing emerging telecommunications technology and its eventual decision to approach the Union City School System as a potential technology in education partner. Video 9-399-501 is a short version of the case series and may be used in conjunction with it.
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