Mejor en Bici: business model innovation and shared value
Publication date: 25 November 2019
Abstract
Study level/applicability
This case is appropriate for entrepreneurship courses where the topics are generation of business model, business model innovation and shared value. It can be used at undergraduate and graduate levels.
Case overview
This case addresses the challenges that Mejor en Bici (in English: Best by Bike), a start-up that promotes mobility by bicycle, had to face from 2010 to 2015 at the level of its business model and generation of shared value. The case narrates the main achievements and obstacles in this path of entrepreneurship and how, through this process, a business model should be designed that allows strategic decisions to be taken to achieve sustained growth. In addition, this case examines how from early stages in entrepreneurship it is possible to generate shared value as a strategic component.
Expected learning outcomes
Identify and present the value proposition of Mejor en Bici to understand where a business model starts.
Design and evaluate the business model of Mejor en Bici from an innovation perspective.
Apply the concept of shared value in the generation of a business proposal for Mejor en Bici based on their business model.
Supplementary materials
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers and challengers. John Wiley & Sons. Pages: 14-44; 56-108; 244-262.
Porter, M. E. and Kramer, M. R. (2011). The big idea: Creating shared value. Harvard Business Review, 89, 1-18.
Amit, R. and Zott, C. (2012). Creating value through business model innovation. MIT Sloan Management Review, 53, 40-59.
Social implications
The social implication of this case lies in the motivation and guidance that potential entrepreneurs and students who analyze this case will receive. They can learn from a successful but complex experience how to start a business in a sustainable and responsible way.
Subject code
CSS 3: Entrepreneurship
Keywords
Acknowledgements
This case and its respective teaching note correspond to an adaptation of the degree project entitled “Mejor en Bici: Pedaleando hacia la innovación de modelo de negocio generando valor compartido” written by Erika Caicedo and Daniel Cardona, to opt for the Master’s degree in Business Administration at the Pontificia Universidad Javeriana.
The authors want to thank Diego Ospina, Co-Founder and Mejor en Bici Manager, for his interest and collaboration in the development of this case.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Manzi, M.A., Caicedo, E.J. and Cardona, D.A. (2019), "Mejor en Bici: business model innovation and shared value", , Vol. 9 No. 3. https://doi.org/10.1108/EEMCS-07-2019-0200
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited