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Case
| HBS Case Collection
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2012
(Revised from original 2010 version)
Better World Books
by
Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
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Abstract
Better World Books, a young start-up, provides a socially conscious alternative to Amazon, collecting and selling used books to keep them out of the waste stream, while donating a portion of their profits to support global literacy efforts. The case presents an emerging new business model: the for-profit "B corporation" designed to combine profits and mission. Founder Xavier Helgesen struggles with how to price his products to capture the value of their social good; how to manage multiple channels of distribution, including selling direct to consumers; and managing the social impact of negative public perceptions on the business once the company turns profitable.
Keywords: Business Model;
For-Profit Firms;
Marketing Strategy;
Social Marketing;
Corporate Social Responsibility and Impact;
Public Opinion;
Social Issues;
Online Technology;
Retail Industry;
Citation:
Norton, Michael I., Fiona Wilson, Jill Avery, and Thomas J. Steenburgh. "Better World Books." Harvard Business School Case 511-057, April 2012. (Revised from original September 2010 version.)