Ivey Publishing
Growing tentree: Social Enterprise, Social Media and Environmental Sustainability
Product Number:
9B14M030
Publication Date:
03/24/2014
Revised Date:
04/02/2014
Length:
12 pages (11 pages of text)
Product Type:
Case (Field)
Source:
Ivey/Hill
In 2014, two friends have launched tentree (TT), a Canadian entrepreneurial venture that sells an environmentally sustainable and trendy brand of apparel. For every product sold, TT plants 10 trees in locations around the world. Although TT is still in its infancy, it is already experiencing huge growth. The entrepreneurial founders now face several challenges: how to keep pace with the growing demand; how to plant as many trees as they can while staying true to their sustainable, environmental philosophy; how to break into the U.S. and other markets; and where to source their product.
Learning Objective:
  • To explore the creative use of social media and Internet, especially in new ventures.

  • To understand the demand for sustainable products and supply of a sustainable business model
    for a cause and a for-profit company.
  • To illustrate how entrepreneurs can ascend learning curves, leverage networks, and exploit Facebook and other social media to drive traffic to their website.
  • To discuss the conflict between commercial imperatives and a social mission.
Issues:
Disciplines:
General Management/Strategy,  International,  Entrepreneurship
Industries:
Manufacturing
Setting:
Canada; United States, Small, 2014
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (11 pages)
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