Harvard Case - groupelephant.com 2021: Beyond Corporate Purpose
"groupelephant.com 2021: Beyond Corporate Purpose" Harvard business case study is written by Flavio Feferman, Mike Grandinetti. It deals with the challenges in the field of Social Enterprise. The case study is 22 page(s) long and it was first published on : Jan 1, 2022
At Fern Fort University, we recommend that Groupelephant.com adopt a hybrid organizational structure that leverages its existing strengths in social entrepreneurship and corporate social responsibility (CSR) to create a sustainable and impactful business model. This approach will involve a strategic shift towards shared value creation by integrating social impact goals into its core business operations while simultaneously pursuing financial profitability.
2. Background
Groupelephant.com is a social enterprise operating in the developing world, focusing on providing affordable and accessible healthcare services through a network of mobile clinics. The case study highlights the company's struggle to balance its social mission with the need for financial sustainability. The main protagonists are the founders, who are passionate about their social mission but face pressure from investors to demonstrate financial viability.
3. Analysis of the Case Study
This case study can be analyzed through the lens of stakeholder theory, which emphasizes the importance of balancing the interests of various stakeholders, including investors, employees, customers, and the community. Groupelephant.com needs to develop a strategy that addresses the needs of all stakeholders while remaining true to its core values.
Key Issues:
- Financial Sustainability: Groupelephant.com needs to find a way to generate enough revenue to cover its operating costs and expand its services.
- Social Impact: The company must ensure that its business model continues to deliver meaningful social impact in the communities it serves.
- Organizational Structure: The company needs to find a structure that effectively balances its social mission with its financial goals.
- Growth Strategy: Groupelephant.com needs to develop a strategy for scaling its operations while maintaining its commitment to quality and impact.
Framework:
- Triple Bottom Line (TBL): This framework emphasizes the importance of considering social, environmental, and economic impacts in decision-making.
- Social Impact Measurement: Groupelephant.com needs to develop robust metrics to track and measure the social impact of its activities.
- B Corporation Certification: This certification can help the company demonstrate its commitment to social and environmental responsibility and attract investors who prioritize impact.
4. Recommendations
Short-Term:
- Develop a Sustainable Business Model:
- Diversify Revenue Streams: Explore new revenue streams beyond direct healthcare services, such as partnerships with pharmaceutical companies, insurance providers, or NGOs.
- Implement a Pay-for-Performance Model: Tie service fees to measurable health outcomes, incentivizing quality care and attracting investors.
- Optimize Operations: Implement cost-saving measures and streamline processes to improve efficiency.
- Strengthen Stakeholder Engagement:
- Build Strong Relationships with Local Communities: Engage with community leaders and residents to understand their needs and ensure the services provided are relevant and impactful.
- Transparent Communication with Investors: Clearly articulate the company's social mission and financial goals, ensuring transparency and alignment with investors' expectations.
- Implement Social Impact Measurement:
- Develop Key Performance Indicators (KPIs): Track metrics such as patient satisfaction, health outcomes, and community engagement to measure social impact.
- Use Data to Inform Decision-Making: Use data to identify areas for improvement and optimize service delivery.
Long-Term:
- Transition to a Hybrid Organizational Structure:
- Establish a Social Impact Division: Create a dedicated division within the company focused on social impact measurement, community engagement, and advocacy.
- Develop a Social Impact Investment Strategy: Explore impact investing opportunities to attract capital specifically for social impact initiatives.
- Pursue B Corporation Certification:
- Demonstrate Commitment to Social Responsibility: Align the company's operations with B Corp standards to attract socially responsible investors.
- Enhance Brand Reputation: Use the B Corp certification to differentiate the company and attract customers who value social impact.
- Develop a Scalable Growth Strategy:
- Expand into New Markets: Identify new geographic areas with high unmet healthcare needs and develop tailored solutions.
- Leverage Technology: Utilize technology to enhance service delivery, improve efficiency, and reach more patients.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations leverage Groupelephant.com's existing expertise in healthcare delivery and its commitment to social impact.
- External Customers and Internal Clients: The recommendations prioritize the needs of both patients and investors, ensuring a sustainable and impactful business model.
- Competitors: The recommendations address the competitive landscape by exploring innovative business models and leveraging technology to enhance service delivery.
- Attractiveness ' Quantitative Measures: The recommendations are designed to improve financial performance through revenue diversification, cost optimization, and impact-driven investment.
- Assumptions: The recommendations assume that Groupelephant.com has the capacity to implement these changes and that there is a market demand for its services.
6. Conclusion
By adopting a hybrid organizational structure, Groupelephant.com can achieve both financial sustainability and significant social impact. This approach will allow the company to leverage its strengths in social entrepreneurship and CSR to create a thriving business model that benefits all stakeholders.
7. Discussion
Alternatives:
- Remaining a traditional nonprofit: This option would limit financial growth and potentially restrict the company's ability to scale its impact.
- Focusing solely on financial profitability: This option could compromise the company's social mission and alienate stakeholders who value its social impact.
Risks:
- Implementation challenges: The transition to a hybrid structure may require significant organizational change and could face resistance from stakeholders.
- Market uncertainty: The success of the new business model depends on the market demand for the company's services and the ability to secure funding.
Key Assumptions:
- The company has the capacity to implement the recommended changes.
- There is a market demand for the company's services.
- Investors are willing to support a hybrid model that prioritizes both social and financial returns.
8. Next Steps
Timeline:
- Year 1: Implement short-term recommendations, including revenue diversification, operational optimization, and social impact measurement.
- Year 2: Begin transitioning to a hybrid organizational structure, establishing a social impact division and developing a social impact investment strategy.
- Year 3: Pursue B Corporation certification and develop a scalable growth strategy.
Key Milestones:
- Develop a sustainable business model with diversified revenue streams.
- Implement a social impact measurement framework.
- Secure funding for social impact initiatives.
- Establish a social impact division within the company.
- Achieve B Corporation certification.
- Expand into new markets and leverage technology to enhance service delivery.
By taking these steps, Groupelephant.com can become a leading example of a successful social enterprise that balances financial sustainability with social impact.
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Case Description
The groupelephant.com case focuses on CEO Jonathan Tager as he grapples with expanding his company's Beyond Corporate Purpose: Elephants, Rhinos & People ('ERP') initiative, six years after its 2015 launch. groupelephant.com originated from EPI-USE, a professional software and services firm, and the world's largest independent SAP HR/Payroll specialist. Following a period of rapid corporate growth but waning enthusiasm for purely financial objectives, Tager decided to rebrand the Group and employ a hybrid (blended) business model to achieve business, environmental and social goals. Tager reflects on the various ERP programs and their impact on elephant and rhino welfare, through a strategy based on poverty alleviation in areas adjacent to the threatened species, in Southern Africa. The case also describes the effects of the ERP initiative and corporate rebranding on the core for-profit business. More broadly, the case study explores the benefits and challenges inherent in the hybrid business model, potential strategies for scaling the ERP initiative globally, the importance of "purpose-driven leadership", and issues related to impact strategy and impact measurement. Drawing on recent trends, it also prompts students to discuss whether company leaders have a responsibility (or an implicit mandate) to actively engage in advocacy and devote significant resources to social and environmental objectives.
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