Harvard Case - Bell Atlantic and the Union City Schools (C2): Project Explore
"Bell Atlantic and the Union City Schools (C2): 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 12 page(s) long and it was first published on : Jan 19, 1999
At Fern Fort University, we recommend that Bell Atlantic adopt a hybrid organizational model for Project Explore, integrating elements of both for-profit and non-profit structures. This approach will leverage Bell Atlantic's resources and expertise to create a sustainable business model that delivers significant social impact while remaining financially viable.
2. Background
This case study focuses on Bell Atlantic's Project Explore, an initiative to address the educational challenges faced by students in Union City, New Jersey. The project aims to improve student performance by providing access to technology, training, and mentorship. Bell Atlantic, a telecommunications company, seeks to fulfill its corporate social responsibility by investing in education and community development. However, the project faces challenges in securing funding, managing resources, and ensuring long-term sustainability.
The main protagonists are Bell Atlantic, represented by its CEO, and the Union City School District, represented by its Superintendent. Both parties are committed to improving student outcomes, but their perspectives on the project's structure and funding differ.
3. Analysis of the Case Study
This case study can be analyzed through the lens of social entrepreneurship, which focuses on creating sustainable business models that address social issues. Project Explore exhibits key characteristics of social entrepreneurship:
- Social Mission: The project aims to improve education outcomes for underprivileged students, addressing a significant social problem.
- Market Failure: Traditional education systems struggle to adequately serve all students, creating a market failure that Project Explore seeks to address.
- Innovative Solutions: Project Explore utilizes technology, training, and mentorship to deliver a unique and innovative approach to education.
- Triple Bottom Line: The project aims to achieve social, environmental, and financial sustainability, demonstrating a commitment to the triple bottom line.
However, the case study also highlights challenges faced by social enterprises:
- Funding: Securing sustainable funding is crucial for long-term success.
- Governance: Balancing the needs of stakeholders with the social mission can be complex.
- Scalability: Expanding the project to reach a wider audience while maintaining quality is essential.
4. Recommendations
To address these challenges and achieve long-term success, Bell Atlantic should implement the following recommendations:
- Establish a Hybrid Organization: Create a separate entity for Project Explore, structured as a benefit corporation or a social enterprise. This structure allows for both social and financial objectives, attracting investors and ensuring long-term sustainability.
- Develop a Sustainable Business Model: Implement a blended value model that combines social impact with financial returns. This can involve:
- Fee-for-service: Offering educational services to other schools or organizations.
- Social impact bonds: Partnering with investors to finance the project and receive returns based on student performance.
- Corporate sponsorships: Attracting corporate partners who align with the project's mission.
- Engage in Strategic Partnerships: Collaborate with other organizations, including non-profits, government agencies, and educational institutions, to leverage resources and expertise.
- Develop a Comprehensive Impact Measurement Framework: Track and measure the project's social impact using robust metrics, ensuring accountability and transparency.
- Implement a Strong Governance Structure: Establish a board of directors with diverse expertise, including representatives from Bell Atlantic, the Union City School District, and the community.
- Invest in Marketing and Communications: Promote Project Explore's success stories and impact to attract stakeholders, donors, and potential partners.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The hybrid organizational model aligns with Bell Atlantic's commitment to social responsibility and its expertise in technology and education.
- External customers and internal clients: The model addresses the needs of students, educators, investors, and the broader community.
- Competitors: The project differentiates itself from traditional education programs by offering a unique and innovative approach.
- Attractiveness: The blended value model offers financial returns to investors while generating significant social impact, making the project attractive to a wider range of stakeholders.
6. Conclusion
By adopting a hybrid organizational model and implementing a sustainable business model, Bell Atlantic can ensure the long-term success of Project Explore. This approach will not only benefit the students of Union City but also demonstrate Bell Atlantic's commitment to social responsibility and its ability to create shared value.
7. Discussion
Alternative options include:
- Pure non-profit model: This would rely solely on donations and grants, potentially limiting scalability and financial sustainability.
- Pure for-profit model: This could prioritize financial returns over social impact, potentially compromising the project's mission.
Key risks include:
- Lack of funding: The hybrid model requires securing funding from various sources, which can be challenging.
- Governance conflicts: Balancing the needs of different stakeholders can lead to disagreements and delays.
- Measuring impact: Accurately measuring the project's social impact can be complex and time-consuming.
8. Next Steps
To implement these recommendations, Bell Atlantic should:
- Develop a detailed business plan: Outline the project's goals, strategies, and financial projections.
- Establish a governance structure: Create a board of directors with diverse expertise.
- Secure funding: Explore various funding options, including social impact bonds and corporate sponsorships.
- Develop a comprehensive impact measurement framework: Define key metrics and establish a system for tracking and reporting results.
- Launch a marketing campaign: Promote Project Explore's mission and impact to attract stakeholders and partners.
By taking these steps, Bell Atlantic can transform Project Explore into a successful and sustainable social enterprise that delivers significant social impact while generating financial returns.
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Case Description
The fourth 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 planning, implementing, supporting, and assessing elements of the partnership, with special attention to the issues involved in making the partnership succeed and meeting the technology objectives of both partners. Video 9-399-501 is a short version of the case series and may be used in conjunction with it.
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