Mobility Car Sharing: From Ecopreneurial Start Up to Commercial Venture

Case Abstract

This case describes the development of a social entrepreneurial venture from its co-operative self-help roots in 1987 until 2002. It examines the choices confronted by the Swiss entrepreneurs who have started car-sharing. Consisting of 5 separate parts, the case highlights different managerial issues in each section. The case could be used to highlight the difficulties environmental niche players face when moving into the mass market.

Author: Kai Hockerts
Institution: INSEAD, France
Competition Year2003
Place1st place
Key WordsCar Sharing, Entrepreneurial Venture, Growth Strategy, Mass Market
CoursesEnvironmental Sustainability and Competitive Advantage, Social Entrepreneurship
Target AudienceMBA students
Permission RightsThis case is part of the oikos Case Collection book (Volume 1): Case Studies in Sustainability Management and Strategy published by Greenleaf.
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posted June 30, 2003

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Jari Cellulose S.A.

Case Abstract

 

It is early 2001 in Brazil and Grupo Orsa has purchased Jari Celulose. By doing so, the group has assumed US$ 415 million in debt that has to be repaid over 11 years, following a preestablish agreement with creditors bank. Jari faces major problems in terms of unstable pulp production, high energy costs, decreasing international pulp prices, and a series of financial losses throughout its 20 years of existence. Jari also faces serious environmental and social issues that stem from its very existence.

 

Readers are left to consider the strategic direction that Sr. Sardinha, the new CEO of Jari Celulose, might take to turn the venture around. The successful implementation of such strategic plan is crucial not only for the company’s survival, but because it is foundation to develop a sustainable growth model in the region. The case presents a summary of the pulping process, the global pulp market, as well as the background and history of both Jari and Grupo Orsa.

 

Authors: Mark Milstein, Stuart Hart, Bruno Sardinha
Institution: Kenan-Flagler Business School, University of North Carolina, USA
Competition Year2003
Place2nd place
TrackCorporate Sustainability
Key WordsPulp Market, Sustainable Growth Model, Brazil
CoursesSocial Entrepreneurship, Leadership, Microfinance and Cross-Sector Development, Sustainable Enterprise, Base of the Pyramid, Global Management, International Development, Nonprofit Management, Strategic Management, Philanthropy, Ethics, Corporate Social Responsibility, Eco-tourism.
Target AudienceMBA, Business Executives
Permission RightsPlease contact Mark Milstein and Stuart L. Hart for permission rights.
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oikos International

posted June 30, 2003

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Environmental Product Differentiation by the Hayward Lumber Company

Case Abstract

 

The case traces the greening of Hayward Lumber Company, a family-owned company based in California. As an initial step toward serving an environmentally focused market niche, the firm began selling Forest Stewardship Council (FSC) Certified Lumber to meet a growing demand for green building materials in California’s central coast market. The company found that while supplying FSC wood afforded entry into the green builder market, horizontal expansion into higher margin green building materials created a greater opportunity for revenue enhancement. The case details competing certification standards, and the components of Hayward’s environmental strategy. The case closes with descriptions of several propositions for strategic growth of the firm, to reach stated environmental and sales goals.

 

Authors: Magali Delmas, Erica Plambeck, Monifa Porter
Institution: UC Santa Barbara, USA; Stanford Graduate School of Business, USA
Competition Year2003
Place3rd place
TrackCorporate Sustainability
Key WordsLumber, Forest Stewardship Council, FSC, Certification, Business Policy, Entrepreneurship, Environmental Protection, Green Building Materials, California, Growth Strategy
CoursesCorporate Environmental Strategy, Business and Society, Environmental Entrepreneurship
Permission RightsThis case can be purchased from the Case Centre (OIT38). This case is also part of the oikos Case Collection book (Volume 1): Case Studies in Sustainability Management and Strategy published by Greenleaf.
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posted June 30, 2003

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Benziger Family Winery

Case Abstract

Matt Atkinson, Ranch Manager at Benziger Family Winery, was overseeing the development of the winery’s environmental management system (EMS). Matt was working with Chris Benziger, Partner and National Sales Representative to ensure that development of the EMS was consistent with Benziger’s operational and strategic direction. It was February, 2003 and Matt and Chris had already invested countless hours in the EMS. Matt believed that considerable progress had been made on Benziger’s EMS. They had developed a formal environmental policy, identified and prioritized their environmental aspects and established objectives and targets. However, there were still many steps to be carried out in establishing a full-fledged EMS.

Further development would require time consuming efforts in writing ‘standardised operating procedures’ and in establishing document control and record keeping procedures. The rest of the organisation would have to become more involved. Staff training would be required. In light of the time that would be required from management and employees, Matt and Chris had to decide how fast to proceed and how to involve others. In addition, there was the question as to whether to continue to pursue ISO 14000 certification. ISO 14000 was an internationally recognised standard for environmental management systems, and it had both internal organisational benefits and could potentially provide competitive marketplace opportunities. The EMS was currently being developed to be consistent with ISO 14000.

Authors: Murray Silverman, Thomas P. Lanphar
Institution: San Francisco State University, United States; Cal EPA, United States
Competition Year2003
Place4th Place
Key WordsEnvironmental Management System, EMS, ISO 14000, Certification
CoursesEnvironmental Management
Target AudienceUndergraduate Students, Post-Graduate Students
Permission RightsPlease contact Murray Silverman for permission rights.
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oikos International

posted June 30, 2003

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