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  • September 2010 (Revised April 2012)
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Better World Books

By: Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
  • Format:Print
  • | Language:English
  • | Pages:26
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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, September 2010. (Revised April 2012.)
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About The Authors

Michael I. Norton

Negotiation, Organizations & Markets
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Jill J. Avery

Marketing
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Related Work

    • June 2012
    • Faculty Research

    Better World Books (TN)

    By: Michael I. Norton, Jill Avery, Fiona Wilson and Thomas Steenburgh
    • September 2010 (Revised April 2012)
    • Faculty Research

    Better World Books

    By: Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
Related Work
  • Better World Books (TN) By: Michael I. Norton, Jill Avery, Fiona Wilson and Thomas Steenburgh
  • Better World Books By: Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
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