Publications
Publications
- September 2022
- HBS Case Collection
ROI vs. ROI: The Grupo Baobá Family Office
By: Lauren Cohen, Hao Gao, Jiawei Ye and Grace Headinger
Abstract
Fernando Scodro, a third-generation member of his family, mulled over the next step in integrating an ESG strategy into his family office’s investment portfolio. While his family office, Grupo Baobá, had made excellent progress in incorporating his family’s values into their individually owned assets, such as VC and real estate, he weighed how to expand their ESG strategy in future investments. How should the family evaluate the relative benefits of an asset's return on investment versus return on impact? What would a forward-looking ESG strategy look like for his family – and other families who were their co-investment partners? How could Fernando convince external partners of his strategy’s imperative and cultivate likeminded managers and financial products to achieve his goals? Finally, when should the family instead prioritize achieving impact through philanthropic initiatives? However he chose, he knew that the paths he advocated for within his family would impact all future generations of the Grupo Baobá Family Office.
Keywords
Impact Investing; ESG; Green Building; Family; Partnership; Latin America; Brazil; Buildings and Facilities; Green Buildings; Family Business; Family and Family Relationships; Financial Management; Partners and Partnerships; Financial Services Industry; Brazil; Latin America
Citation
Cohen, Lauren, Hao Gao, Jiawei Ye, and Grace Headinger. "ROI vs. ROI: The Grupo Baobá Family Office." Harvard Business School Case 223-018, September 2022.