Case | HBS Case Collection | September 2011 (Revised May 2012)


by George Serafeim, Robert G. Eccles and Tiffany A. Clay


GoodGuide, a high-technology start-up company, founded by University of California Professor at Berkley Dara O'Rourke is at a critical junction. The venture capital funded company has yet to find the business model to monetize a very promising product that provides consumers and manufacturers with information about the sustainability of a product.

Keywords: Entrepreneurship; Growth and Development Strategy; Strategic Planning; Venture Capital; Goods and Commodities; Business Model; Technology; Knowledge; Education Industry; California;


Serafeim, George, Robert G. Eccles, and Tiffany A. Clay. "GoodGuide." Harvard Business School Case 112-031, September 2011. (Revised May 2012.)