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Management (interdisciplinary): corporate social responsibility/financial management/social entrepreneurship.

Undergraduate/MBA.

The case revolves around a Delhi-based non-governmental organization (NGO), GOONJ founded by 40-year-old social activist, Mr Anshu Gupta. Winner of several awards, this NGO is trying to highlight some ignored but basic needs of the poor by using the surplus of the cities (supply of discarded commodities: clothes, furniture, toys, waste paper, utensils stationary, etc. due to space constraints and the growing consumerism) to address scarcity of essential commodities to the poor in the rural areas and creating it as a powerful developmental resource. GOONJ has a number of collection centers across the nation through which the old clothes are collected. Thereafter, the clothes are washed, dried, repaired and packed and then reached to the far flung villages with help of partner grassroots NGO, panchayats, Indian army, etc.There are three key issues raised in the case:

• This NGO has been operating without any formal funding for last many years. With annual expenses over ten million, how does NGO operate so successfully. Also, it is interesting to find out how they are able to maintain cost of just 97 paisa (1 paisa=1/100 rupee) from the time old clothing is collected to the point where it has been delivered to a needy.

• The second issue about the synergy that is created by the NGO – corporate partnership. Further, this case also gives the audience to explore synergy between NGO and B-schools.

• To understand the problem areas of distribution management when so many different stakeholders are involved.

This NGO has been operating without any formal funding for last many years. With annual expenses over ten million, how does NGO operate so successfully. Also, it is interesting to find out how they are able to maintain cost of just 97 paisa (1 paisa=1/100 rupee) from the time old clothing is collected to the point where it has been delivered to a needy.

The second issue about the synergy that is created by the NGO – corporate partnership. Further, this case also gives the audience to explore synergy between NGO and B-schools.

To understand the problem areas of distribution management when so many different stakeholders are involved.

• To explore innovations in resource mobilization (sources of financing) and cost management.

• To appreciate the synergy created by forming partnerships between different stakeholders: NGO, corporate houses, B-schools.

• To appreciate issues and problems of distribution management – especially in the case when there are different stakeholders involved.

To explore innovations in resource mobilization (sources of financing) and cost management.

To appreciate the synergy created by forming partnerships between different stakeholders: NGO, corporate houses, B-schools.

To appreciate issues and problems of distribution management – especially in the case when there are different stakeholders involved.

Strategic management and social innovation

Undergraduate and graduate level management/business school students. It can be taught in strategic management and social innovation courses.

GOONJ is a non–profit organization which has life and dignity for lakhs of people in India over the last decade. It aimed at bringing up clothing as one of the important aspects of human life and make it available for the needy keeping their dignity intact. The case begins with Anshu Gupta, founder of GOONJ thinking deeply about the high–priority meeting to take GOONJ to the next level and scale up the operations of his social innovation. It then tries to bring up the potential problem of clothing and menstrual hygiene in India followed by explanation of the present working model of GOONJ which allows them to manage the operations with 97 paisa per cloth. With the dream of taking GOONJ to the next level and converting it into a nation–wide phenomenon, will the present model work?

This case will cover two important aspects: social innovation process (themes, challenges and implications for practice); and strategic management concepts (stakeholder theory, internal–external factor evaluation).

Teaching notes.

Purpose – This study explores the processes underlying the founding and growth of GOONJ, a social venture devoted to the cause of clothing in India, and examines the role of the founder in reconciling the trade-offs between market-based and socially motivated criteria in the venture creation process.

Methodology/approach – A case study was used to discern the relevant processes and the reasons for the founder's choices. Primary insights were combined with material from secondary sources such as GOONJ's website, press releases and video clips.

Findings – The founder has ethically and effectively mobilized resources for mass social impact; however, he may adopt a more entrepreneurial approach based on long-term financial planning and professional management for sustained growth.

Research limitations/implications – The research is based on a single case study that precludes generalization; a survey-based approach may be adopted in the future.

Practical implications – Individual entrepreneurs with an overriding social mission can successfully resolve social problems; however, there is the need to combine the social motive with an entrepreneurial approach for sustained growth.

Social implications – Social entrepreneurship (SE) plays a potentially significant role in alleviating pressing social problems in emerging economies mired in institutional constraints; however, it needs support mechanisms to enable an entrepreneurial approach to social venture creation.

Originality/value of chapter – The study contributes to the literature on SE in emerging economies, in particular India, a unique cultural context compared to North America or Europe, yet significantly under-represented in entrepreneurship research. Also novel is an entrepreneurial process-based model to investigate the chosen case.

This study aims to explore the micro-foundations of knowledge-based dynamic capabilities (KBDCs) in social purpose organizations (SPOs). The KBDCs facilitate SPOs to successfully manage the acquisition, creation and combination of knowledge to sustain their pursuit of socioeconomic value creation by effectively recognizing and addressing opportunities.

This study adopts a multiple-case study research design based on the semi-structured interviews of the founders and top managers of case SPOs. The semi-structured interviews were then compared with the theoretical framework of KBDCs following an abductive research approach.

This study identifies that certain capabilities are required to recognize and leverage the opportunities by SPOs. The authors found ten micro-foundations of KBDCs that sustain successful operationalization and overall development in SPOs. By using an abductive reasoning approach, the authors noted that certain KBDCs are essentially required for the operationalization and overall development of SPOs.

The authors conducted “semi-structured interviews” of founders and top managers that are retrospective in nature. From the implication viewpoint, this study provides insights for practitioners and researchers as it deepens the comprehension and contribution of knowledge and knowledge-related activities and procedures in SPOs.

KBDCs and their specific micro-foundations can help social entrepreneurs to delineate their idea, strategic processes and actions to achieve effective operationalization and overall sustainable development.

This study improves the understanding of Teece et al. (1997) theoretical construct of dynamic capabilities (DCs) and extends the framework of Zheng et al. (2011) simultaneously by exploring KBDCs that develop in the context of SPOs. The authors used an abductive reasoning approach that is vital for exploring dynamic capabilities; consequently, this study contributes to the approach of DCs and proffers a methodological advancement that can facilitate future research in this direction.

Social entrepreneurship is a multidimensional construct, with social value creation lying at its core. Innovativeness and venturesomeness are the prominent decision-making characteristics that facilitate value creation by social enterprises (SEs). Sustainability goals can be attained better with synergistic operations of the two entities. Both SEs and SDGs aim at creating values for overall well-being, however discrepancies in interpreting and measuring the values created, leads to problems in achieving operational integration between the two.

This chapter comprehends the nature of values created by SEs. It further examines the scope and benefit of integration between SEs and SDGs for creating better value propositions. Methodology of the research included extant review of literature and relevant frameworks to comprehend concepts of SEs and SDGs. To examine practical aspects of value creation, in-depth interviews were conducted with social entrepreneurs. The chapter concludes that SDGs resonate strongly with work of many SEs due to the basic nature of their mission and objectives. However, there is ambiguity regarding how integration between the two entities can be effectively operationalized. The way forward for value creation through SEs-SDGs integration in post-COVID times is discussed. For sustenance and growth in complex times, along with emphasis on traditional values, SEs and SDGs will have to focus on creating strategic values through active collaboration and synergy. Impact reporting is critical, but additionally, core managerial and operational activities of SEs and SDGs must also orient cohesively. The chapter proposes an integrated framework for systematic alignment of SEs and SDGs missions, objectives, resource management, mobilization, networking etc. for purposeful collaborations.

The learning outcomes are as follows: factors to be considered in devising the best post-acquisition brand identity and outline market research techniques, which can be used to identify the best-suited post-acquisition brand identity strategy.

The case study discusses the brand strategy, which Walmart Inc needs to adopt post its acquisition of Flipkart Pvt. Ltd (Flipkart) Group in India. Flipkart had acquired Myntra Designs Pvt. Ltd (Myntra) and Novarris Fashion Trading Private Limited (Jabong), but had kept their brand identity intact; Walmart Inc was faced with the decision on moving ahead with the brand strategy of keeping individual brand identities or merging all of these into a single brand identity. The study aims to provide valuable insights into the decision-making process adopted by Walmart Inc. It includes also the role of cause-related marketing in the positioning of Myntra as a socially responsible brand. The case study opted for an exploratory research design study using the qualitative research method of in-depth interviews. In total, 10 experts in the area of marketing, market research and marketing communication were interviewed. The qualitative data were analyzed using a template approach, which analyzes the text using a codebook or an analysis guide. The analysis guide already has clearly defined themes or categories. As the qualitative interviews progress, these themes get revised. These themes are analyzed qualitatively rather than statistically. The case study suggests to the management of Walmart Inc that they need to merge Myntra and Jabong based on the degree of similarity of consumer demographics, income/social class of buyers, brand identity and buying behavior. Myntra needs to retain as opposed to Jabong, as Myntra is perceived to be a socially responsible brand that creates a purchase disposition in the minds of the consumers. A more extensive quantitative study would offer better generalizability. It was not feasible to conduct a quantitative study due to time constraints. This research would have used advanced brand imagery assessment techniques such as multi-dimensional scaling to suggest if an overlap exists between consumer segments of Myntra and Jabong. The case study provides a decision-making framework to firms and individuals who are part of organizational teams to create a post-acquisition brand strategy in the e-commerce market. The case study fulfills a need for many academicians and practitioners to understand the decision-making process followed in devising a post-acquisition brand strategy in India.

Senior undergraduates; Master of Business Administration; Executive Master of Business Administration.

Teaching Notes are available for educators only.

CSS 8: Marketing.

Design thinking is attracting practitioners and researchers in various walks of life. User integration principle as part of design thinking is expected to transform product and service creation and delivery. Accordingly, various organisations that venture into design thinking develop customised solutions and serve people’s needs. Social enterprises, which are familiar for their superior social value creation, have also claimed to embark upon this innovative approach to address wicked problems. The current paper makes an attempt to analyse various social and organisational processes that promote social enterprises to adopt design thinking to create products, which are relevant and viable among user groups. This paper finds that by adopting design thinking, social enterprises portray their product innovation genre, thereby representing their passion in addressing wicked problems more effectively.

This research adopts a qualitative case study method to understand the practice of design thinking in social enterprises.

In this study, it is found that that social enterprises adopt design thinking as a methodology while exploring solutions for stubborn problem space. However, neither communities nor social entrepreneurial teams are aware that they are carrying out design thinking practices. This research finds that social entrepreneurs and their teams take up designer roles and carry out designing processes by continuously consulting with user groups. One of the major reasons for the unintended adoption of design thinking is related to community integration and user participation in the day-to-day practices of social enterprises.

This study offers original research to understand social entrepreneurial exploration to adopt design thinking to create social value.

Social Entrepreneurship.

This case study can be used on the module on introduction to social entrepreneurship for postgraduate students specializing in Social Entrepreneurship or Social Work.

This case explores the difference between social entrepreneurship and idealism. It captures the journey of Charlene Vaz and Kavita Gonsalves, two passionate young women, who formed “The Bake Collective” (TBC). Kavita and Charlene are both full-time employees, who spend their weekends and evenings running TBC and through bake sells raise funds for supporting social causes. The women have been able to get a teacher hired for differently abled children, provide water purifiers to victims of the Nepal earthquake, furnish a classroom in a school for less privileged children and provide teaching material for schools in over 400 villages in the State of Maharashtra in India. The case highlights the power of volunteering for a cause that can result in developing a social enterprise. It helps to unfold the steps undertaken to kick-start the cause as well as the risks involved in the start-up stage. It also discusses the measures that can be taken to mitigate the risks in the start-up phase and the ways by which social entrepreneurs can scale and grow their programme.

From this case, students will learn about the factors that lead to the germination of a social enterprise and identify characteristics of social entrepreneurs. They will be able to understand critical factors required to sustain start-up enterprises. The case will also enable students to explore systems and processes that need to be designed to sustain the start-up phase. Further, the case will help students to brainstorm on growth strategies for social enterprises.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship.

This chapter primarily aims to revisit and explore the theoretical underpinnings of social entrepreneurship and dwell into what unfolds while amalgamating the conventionally considered to be dissimilar design of business entrepreneurship and the social impact? Can the prefix “social” of social entrepreneurship transform the innate characteristics of entrepreneurship? Is social entrepreneurship an essentiality in a ground-breaking playing field in the business research to facilitate new theories and concepts or a rehash of the corporate responsibility debate? Is it just an appellation or does the underscored social label and its construct allow for new possibility to be explored into the sociality of entrepreneurship along with the new-fangled entrepreneurialism in society? The chapter attempts to decode these more germane and interwoven issues like do we have to tell apart between a capitalist entrepreneurship and a non-capitalist one? Or between pioneering and replicative entrepreneurs. Can we sanctify the political in the social spheres and who (which actors) actually sets the discourse of social needs. The chapter also tracks multiple cases in the Indian locale to determine the robust application of the concept while unpacking the Indian context of social entrepreneurship. These cases are randomly selected from assorted sectors and are wide in its sweep and scope. These cases highlight on the lived experiences, where the task is truly played out. This adds to the sensibilities of new entrepreneurs and policy framers who face the challenges.